This :60 is the centerpiece of a campaign from agency Johannes Leonardo for Sony PlayStation Vue, the cloud-based TV service that launched in March 2015 in select markets. (Sony made an announcement at E3 this week that Vue has expanded to Los Angeles and San Francisco.)
Titled “Wouldn’t You,” the spot–directed by Fredrik Bond of MJZ–targets the 35 million users who own a PS3 or PS4. The ad raises a serious question: If you had amazing experiences at your fingertips waiting to be used, you’d use them, wouldn’t you? And therefore, if you had the future of live television just waiting inside your PlayStation, you’d use it, wouldn’t you?
The strategy is to remind PlayStation users that they’re already connected to an entirely new and better way to watch TV. In one scene, the protagonist, “Quinn,” is crushed by two closing walls and appears to have been killed. The voiceover asks, “If you had a real life save point, you’d use it, wouldn’t you? And if you had a TV experience–better than you ever imagined–just waiting inside your PlayStation, you’d use it, wouldn’t you?” The spot ends with the tagline, “Start Vueing.”
This is an important new chapter in the history of the PlayStation brand. With this campaign, Sony’s goal is to intrigue the PlayStation audience with an entirely new TV experience that is revolutionizing the way consumers watch–all from the familiarity of their personal devices–and get them to trial as quickly as possible.
Credits
Client Sony VUE Agency Johannes Leonardo, New York Jan Jacobs, Leo Premutico, chief creative officers; Tom Martin, Julian Schreiber, executive creative directors; Verenice Lopez, Jerome Marruci, art directors; Devin McGillivary, Steven McElligot, copywriters; Cedric Gairard, head of production; Sevda Cemo, executive producer; Tina Diep, producer; Dustin Grant, associate producer. Production MJZ Fredrik Bond, director; Kate Leahy, exec producer; Alicia Richards, line producer; Crille Forsberg, DP; Mark Taylor, 1st assistant director; Petr Kunc, production designer. Production Services (in Prague) Unit & Sofa Fady Saleme, exec producer; Nikola Mohorita, line producer. Postproduction The Mill LA Enca Kaul, exec producer; Will Lemmon, producer VFX; Antonio Hardy, producer color; David Lawson, shoot supervisor, creative director, 3D lead artist; Becky Porter, shoot supervisor, 2D lead artist; Andy Dill, Daniel Lang, Anthony Petitti, Narbeh Maridossian, Patrick Munoz, Tara DeMarco, Steve Cokonis, Tim Robbins, 2D artists; Phil Mayer, Majid Esmaeili, Steven Olson, Matt Longwell, Martin Rivera, Mike Di Nocco, Aldrich Torres, Monique Espinoza, Itai Muller, 3D artists; Andy Wheater, matte painting; Justin Demetrician, Greg Park, Andrew Marks, motion graphics; Adam Scott, colorist; Daniel Midgley, art department coordinator. Editorial Union Editorial Patrick Ryan, editor; Andrew Droga, assistant editor; Melissa Geczy, cutting assistant; Caryn MacLean, exec producer; Susan Motamed, sr. producer. Music/Sound Q Department, New York music & sound design Audio Sonic Union Steve Rosen, mixer. Talent: actor, James Mackay.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
