- PlayStation’s bizarre ‘It Happens on PS5’ campaign comes to the real world with global ads
- The promotion will run for the rest of the year to celebrate five years of the PS5.
- Sony’s objective with this campaign “is to provoke joy and excitement”
PlayStation celebrates five years of the PS5 with its latest ‘It Happens on PS5’ campaign, featuring eye-catching ads around the world.
The advertising campaign began last week with a series of bizarre promotional videos offering three distinct, if bizarre, stories, including ‘The Greatest Stunt Jump Ever’, which features an oil rig impaled on top of a building; a man emerging from the mouth of a sea creature in ‘The Unexpected Catch’; and finally ‘Everyday Problems in Extraordinary Vehicles’, which showed a crashed spaceship in the desert.
Now, Sony is taking its ads into the real world with bold and creative billboards to celebrate the console’s milestone, “aiming to excite and delight our global gaming community and remind potential gamers what they’re missing, because these unforgettable moments, this energy… are happening only on PlayStation 5.”
“This campaign, based on a diverse range of brand creatives, aims to make people feel awe and excitement, just as they do when they share the incredible experiences happening on PlayStation 5,” said Isabelle Tomatis, vice president of global marketing at SIE.
“We’re going to bring the spirit of these experiences to life and show what happens when they collide with the real world.”
Look
The global campaign will span more than 20 markets, including the US, UK, Japan, Germany, France, Canada and Australia, and will run from November to December. Audiences can expect to see promotions across television and film, digital and social platforms, and local activations “designed to generate buzz and regional attention.”
Some of these adverts are already available, and billboards have been seen across the UK evoking the themes featured in the initial PlayStation promotional videos.
“Our goal with this campaign is to spark joy and excitement among the community and capture the emotions they feel when experiencing these unforgettable moments on PS5,” Tomatis added.
“With global momentum, bold creativity, and a holiday season packed with remarkable content, ‘It Happens on PlayStation 5’ isn’t just a campaign, it’s a reminder that some of the most unforgettable moments in gaming and culture are happening now on PS5.”
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