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.
REGISTRATION REQUIRED to access this page.
Already registered?
LOGIN
Don't have an account?
REGISTER
Registration is FREE and FAST.
The limited access duration has come to an end. (Access was allowed until: 2015-06-21)
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.
This holiday season, YETI, in partnership with Wieden+Kennedy (W+K) Portland, has launched a film to highlight the unintended consequences of gifting a YETI product to someone you love. “Don’t Get Them a YETI,” is a punchy cautionary tale with a wink, warning those considering gifting a YETI not to, because a world of adventurous highs and lows awaits and it might just be more than they bargained for.
Directed by Daniel Wolfe and Jess Kohl of Love Song, with VO by Oscar- and Grammy-winning singer-songwriter and Yellowstone actor Ryan Bingham, the hero film opens with a YETI Tundra Cooler flying off the back of a truck and tumbling through the mud. This kicks off a kaleidoscopic fever dream of worst-case scenarios in the mind’s eye of the female lead. As she imagines what could unfold, bites to burns to rashes, to wet dogs to never ending slideshows, the witty voiceover rattles off reason after reason why giving a YETI is a terrible idea.
But the truth is, every “disaster” looks kind of amazing. And as the adrenaline builds, so does her resolve. By the end, she commits. This might be the worst idea she’s ever had, but it’s also the best. She’s getting the YETI.
The campaign embraces YETI’s core truth: it’s not just gear, it’s a gateway. A catalyst. And commitment to whatever comes with it. And YETI clearly has no problem beating up their own product in the process. Because they know it’s built to take it. From the mud to the rodeo to the back of a bush plane, these products are made for the ones who go too far—and the loved ones who enable them.
“Don’t Get Them a YETI” flips the holiday script. It’s not just about gift guides and wrapping paper. It’s about understanding what you’re really giving... Read More
