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.
