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PS2: Bodies
Agency: TBWA, Paris, France
Creative Director: Erik Vervroegen
Copywriters/Art Directors: Ingrid Varetz, Loic Cardon, Jessica Gérard-Huet, Sébastien Vacherot
Comments
I don't like this kind of Playstation ads anymore. Disgusting visual. Good Art Direction but disgusting.
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www.nomoreadvertising.blogspot.com
this is really freaking me out.
why?
msred- because of all the craziness in the art! the lady mixing something inside the man's head while a leg holds a match under a frying pan that is cooking her heart which is still attached to her body... it's freaky! it's really well done! though i'm still not getting what this has to do with PS2... i'm not a gamer and somewhat of a late adapter of techonology. anyone care to enlighten me?
craziness INDEED! Well they definately had me looking at the ad for awhile.....
The other piece of the campaign is the head wide open, showing a lot of things inside (actually, they had to shoot more than 180 photos for the whole composition... Vervroegen declared that "every year is harder to win with Playstation"), and that's going on here... a lot of emotions at the same time... the heart cooking as heroine, the head bashing, the ear being stimulated... the previous campaign was about choosing who you want to be in the PS world, this is about the excitement, the next one is about blowing your senses. What I love about these is the art direction (I think the shots were made by Dimitri Daniloff), they have set a trend that art directors all over the world are trying to emulate.
This looks like some Dali art. Dont make sense to me.
I sold martians to the world...
Emotions, just emotions in both ads, I think that's what they want to show.
ah. i see. so this is how it feels to play PS2. very well. thanks for the enlightenment!
This one would put me off getting a PS2 :/ i dont usually have alot of time to understand advertisements when i walk around town, so like everybody else it comes in sub-consciously, this is a very bad advertisement with that in mind, altho there are cheerful expressions, its too weird and confusing, ide feel dis-comforted with the product
Bad, bad and really bad.
well i dont even see a playstation in this ad
so i suppose this is life without one?
looks cool though, i cant stop staring
There is a lot of things being stimulated here. But as a gamer I'm left, well, unstimulated.
ok i don't want to comment on, whether is a good idea or either. but my strong
objection is for the clothes she is wearing. When somany inside stuff is comming
out, it look odd the body is having cloths.
I don't think I'm over-stating it when I proclaim the PS2 campaign the pinnacle of modern advertising. Undoubtedly helped a lot by the nature and personality of the PS2 itself, these ads express the relationship between the customer and the product (a gamer and their console) in a way that no other advertising does. They give the viewer so much latitude, many are left going, 'I don't get it, therefore I don't like it'. This, surely, is why they stand out. They treat the viewer with intelligence enough to discover their own interpretations.
Dare I say it, they are as close to works of art as advertising can come. And like art, they will not please everybody, they will disturb and disgust many. But at the very least they will get a reaction and at best remind people of their love for this brand.
Playstation does make ppl crazy........
This ad blows out of the hole in your butt.
Who are they talking to and what are they saying?
That the PSP will f**k up your DNA so bad you'll grow extra giant limbs and become a transgender freak? Thanks Sony, now my kids are climbing up the walls and licking each others butt holes. Douche bags.
Some ads aren't meant to be taken literally. I'm guessing this is one of them...
No Way!! Thanks for clearing that up.
You didn't answer my question though.
Who is ment to see this and then want a PS2?
Last time I checked, parents pay for kids toys and this isn't going to win them over. The only people this is aimed at, are those who think that by liking the bizarre they in turn become bizarre and that makes them cool. These people rarely have jobs that pay enough to have the disposable income required to purchase such an item. Basically what I'm saying is that although this ad my have a "cool" (and I use the term loosly) visual it's missing it's target audience by about a hemisphere. But hey, it's Sony and they can do what they want.
Buy Panasonic
Your average gamer is not a kid but a university-educated, employed, 20-something. In other words, they're big enough to buy their own console and smart enough to decipher ads like this.
By average gamer, you mean you right?
So you're smart enough to decipher this ad?
Go on, tell me what it's trying to say? I keep asking, and you keep talking, but all I hear is noise. Sell me this ad if you're so 'kick ass' at everything.
I think you'll find that my previous comment still stands as valid, and that you'll have nothing more to eat than a gentlemans portion of "Face Cake".
If you understood the first thing about PS2 advertising (which you really should make an effort to do if you are serious about working in this industry), you would know that this brand is where it is today because of it's iconic, intelligent advertising. Advertising that doesn't just hand you the answer on a plate. You have to unravel it, try to reach your own conclusion. Now I know this must be extremely frustrating for pea-brained muppets like yourself, but lashing out at the ads themselves, at Sony, or at those who celebrate the fact that such ads are smarter than most others is not going to improve your unfortunate situation. Go put the kettle on, settle down with a book (maybe an old award annual - you'll find some lovely and revealing PS2 examples in there) and leave all this tricky advertising talk to the big kids.
But if you really, really want to know the big answer.. what it's all about... have a sniff around the idea of 'orgy for your senses'.
Oh my god, I just checked out your details.
No wonder you don't understand. You're an illustrator.
I'm really very sorry. Didn't mean to offend...
Just checked your details and now I understand. You've never been laid. I'm really really sorry.
Is that your amazing break down of this ad? That because of what's gone before it, this is great?
Orgy of the senses. That would work for a console like the Wii, not so much for one that requires you sit still and zone out in front of a t.v.
Nice try.
Next time try not to let your mouth run off without at least telling your handler.
slim - i agree with you mahn.
Cheers dude. It's like trying to argue with cement.
Hmmm what's that smell? You smell that? It's SMUG. You smell of smug dude. Go wash it off and we can talk some more.
You'll find that nobody is right all the time.
Just repeat after me; "Whatever dude, we can just agree to disagree".
See how easy that was?
It'll be ok. shhhh there there.
Is that you John Huebbert II? Did you perhaps change your name because you realised everyone fucking hated you and your sad attempts at humour? It's ok, your secret is safe with me.
Everyone "fucking hated" this guy?
That's some mean talk for a guy with an inverted penis (it means you have a vagina).
I'm funnier than your mum in hot pants.
Eat it.
oh no you didn't. what's not to be mean about when you have a vagina? i'm certain that you didn't mean to demean the entire other half of the human race. I'm just certain that you accidently used calling him a girl as an insult. there are far more interesting and unusual ways to insult him.
i'm going to have to go ahead and give you 20 internets for your posting, guy-in-the-bushes. mkay.
now, let's start enjoying ads and stop making it personal. otherwise i'll take away that coveted photo you have of me in a zebra suit.
Well said, ellecimeo.
i really enjoy reading the 'debates' on AotW, but if you cant handle critique then its probabaly best you dont post at all.
Hey ellecimeo, I'm sure you've got hold of the wrong end of the stick and are now yanking on it.
Slim has no penis. To emphasise that I said that instead of a bald spot he in fact had a penis that went the other way. Thus making him a dude with a lady garden.
The inverse of that is saying a girl has a small penis instead of a clitoris. I'm not demeaning men when I say that am I? or is that all right?
You can't take the picture from me. It's what keeps me going in my times of need...and by "need" I mean "horn". You know its all good.
Haven't you got some colouring in to do?
I'm sure I do somewhere. But this is more fun.
twit
fine. and by fine i mean that i still think you could have come up with something more interesting to insult him with.
ps. i find myself giving the shrubs and bushes a good long look to see if your beedy eyes are shining in them.
sorry
Angry little man aren't you. That's what happens when you're abandoned by your mum.
Huh? Who shat in your cornflakes this morning?
You're a sad old man, mate.
You're still pissed off about something. I won't say what, but it was theirs to begin with so deal with it.
ha ha, You've gone all red, Again.
Listen, before you say anything else. We're just going to keep going back and forth, so can we drop this already.
I've told everyone I know what you said and they all agree that because of you they now would think twice about visiting you in your country.
Are you happy now? Is that worth threatening me for?
Bravo
Incidentally, this PS2 ad has grown on me and I think it's pretty cool.
Funny how one minute you can hate something for looking different then the next you have to recognise it's right to existence.
I love it!
the art-direction is so cool!
well,it jz a game.
some crazy action tat u cant do in real life...jz get urself a PS2!You can kill as much ppl as u want.
It jz a game! haha!
Looks like an orgy!
Reaaally bad way to promote the PS2. The visuals are very well done but disgusting, and doesn't fit with the console. I don't understand how they hadn't got a better idea...:S
i thought the idea was really strange and the execution is even weirder, i can handle unconventional but i think this one is a tad too much.
TBWA paris is a collective of crazy artists who work on ads to get more money by doing ads because crazy beautiful images are easy for them.
Maybe you should look at more TBWA Paris work and you will see how stupid your coment is. What TBWA Paris has done with playstation revolutonized the video game industry.
being rude for rudeness' sake isn't acceptable i'm afraid.
Zuco. If you believe that advertising revolutionised the video games industry then maybe you need to look at how stupid your comment is.
It did, in fact. Playstation advertising told 20somethings that it's okay to play games, creating a much wider audience and paving the way for more sophisticated content.
The fact you've come back to this amazes me.
Who do you think was playing pac man in the 80's? The kids that grew up into the twenty somethings you mentioned. Playstion DID NOT tell people it was ok to still play games. They just dressed it up and pretended that it was in some way important or special or some other bollock ad speak for "make us more money".
You do know that what we do isn't important. You just think it is. Right?
It's just advertising and you might want to just let it go, or not. I don't really care.
Explain to me then how Sony - in their first foray into the videogames industry - was able to dominate the market and beat out veterans like Sega, Atari, Panasonic, and Nintendo when their machines were technically very similar? Marketing. They successfully appealed in their advertising to an older, untapped audience. They spent millions telling people that it was fine to enjoy computer games. It paid off, and it's still paying off now. I never implied that advertising was important in the sense that you're using. It is important in building brands, making money etc. If you can't see that, if you think Trevor Beatie and Ken Kutaragi just got lucky, then perhaps you're in the wrong industry.
Not that I really care either.
Loved the name drop by the way. Trevor Beatie and Ken Kutaragi say thanks for getting their backs.
Tell me what Nintendo, Panasonic, Atari or Sega machines were out the same time time as the first playstation and were also similar?
There wasn't anything out at the same time that was anywhere near a Playstation. Don't say Dreamcast, because that would make you wrong. They beat out the competition by having a Playstation at nearly every HMV and Virgin across the country. You see the game being played or get a shot yourself and that was you. Nobody needed told that it was still ok to play computer games. Remember those kids from the 80's that were playing pac man? They were still playing games.
Making money is important for people who have nothing inside themselves of any interest or value.
It's just how I keep score.
See you next tuesday.
Don't point out that that having a playstation at every HMV is marketing, I'm fully aware of that. But it's not the same as what you were saying.
Panasonic - 3DO, Atari - Jaguar, Nintendo - N64, Sega - Saturn (not Dreamcast, that came later).
All of these consoles were comparable to the original PS in terms of capability. In fact, you might say the Jaguar and N64 were ahead of Sony's console as they were 64-bit and PS was a mere 32-bit. Sony ultimately won for many reasons - software line-up, CD-based games instead of cartridges - but a big part in their success was that their marketing made the PlayStation an intelligent, desirable brand to an until-then untapped audience. Having kiosks "in every HMV and Virgin across the country" was not a decisive factor. If it were that simple, why are we wasting our lives doing ATL marketing when we could just stand on every street corner and let people try our products?
Your 'argument' about kids from the 80s playing pac-man still playing games is just pointless. Repeating it doesn't lend it credibility. And that whole 'making money is important for the vacuous' angle - where's that come from? We're not debating the nature of capitalism here, so stop trying to imply that I'm its defender and get back to the point.
And pls change your name (again). This isn't personal. Don't try to make it so.
Fuck off mate, MAKE me change my name.
sorry Ivan.
Pls don't escalate further. :)
No comeback? No surprise.
Get over yourself fella.
This has turned into an "I'm right and you're wrong" type of debate, and that's rubbish.
Just so we're on the same page for the last of it at least, was the ad in question good or not? I still say not so much. You can't sell a games console these days solely on what's "cool", it's the truth. With so many gamers out there, and a choice of machines, you can't rely on winning over customers by saying that "All the cool kids have one". And that's what this ad is trying to do.
I've had stuff on this site. And people liked it. So regardless of whether I'm right or wrong about this ad, I can still knock out work that can run and is creatively a bit different.
Let's see your work.
Chin up, there's always someone else who cares what you've got to say.
Peace.
p.s- Don't be condescending, it's not a good look for you.
You're the most irritating intellectual dwarf I've ever had the misfortune of coming into contact with. Rather than waste another second trying to convince you of the blindingly obvious, I'm going to end this pointless back and forth. I have no doubt you'll respond, but know that I won't be reading it, and I doubt anyone else is going to either. But please.. feel free. Get it off your chest as I'm sure you will. Then pick up that last shred of pride and scurry back to your empty, ridiculous life.
I would say that it has somehow made a revolution at advertising... the PS ads are masterpieces that had set a trend in art direction and as Vervroegen says "take the idea to the max". These are the works (grand prix at cannes, grand prix at clio) that made the whole world turn its sight to TBWA Paris.
absolutely great ads. they capture the brand essence. these ads are the reason I'll get a PS3 at the end of march (even though they're for ps2)
Reach out, grab em by the balls and give them a good twist.
Alot like the product itself.
Great brand personality.
If it didn't get the stark shocking responses like it has on this site then the creative isn't doing it's job.
(And you guys are the next wave of creatives coming through???Shame on you)
Spot on TBWA Paris.
More please.
This is a load of shit. I'm a gamer and this makes no sense.
I much prefer the American PSP "Dude get your own" campaign.
Those have human insight and speak to gamers like me.
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