Sony Interactive Entertainment released its latest PlayStation 5 spot on Monday, the second in its global marketing campaign that led to the launch of the new console.
The ad, titled “The Edge,” shows a young man in a fishing boat cruising the sea before being transported into what appears to be a more mythical version of the world, along with a bevy of various types of boats and airships. Galvanized, he storms his boat through a water barrier, followed by his new fleet.
It’s a place that could be mistaken for a movie trailer – until the end, where PlayStation’s new global slogan, “Play Has No Limits”, appears on top of the PlayStation logo. It’s a similar approach to the first commercial that debuted last month, showing a young woman on an adventure through different environments, and one that, according to globally, focused more on the brand than the IP address or new features of PlayStation concentrated Marketing Manager Eric Lempel. The purpose, he says, is “to evoke some of the feelings you would get from the PlayStation 5”
“It’s really all about who we are as a brand and to inspire and excite our fans,” says Lempel diversity. “We want to inspire and inspire you. We want to show you a way to the mysterious unknown. You see them come to the edge and then go beyond it. And that is exactly what we are trying to signal here. It’s not about the features. It’s a branded commercial. “
However, he notes that “a lot of games will be pouring into these campaigns very quickly” as the next-gen console prepares for launch (the price and release date for the PlayStation 5 beyond the vacation 2020 has not yet been announced).
Fortunately, unlike the first spot, “The Edge” was shot before the coronavirus pandemic closed most productions and corporate offices. However, Lempel admits that the pandemic restrictions have been “challenging on almost every front” in terms of their marketing strategy.
Since COVID-19 has forced production stoppages in film, television and commercial shootings, it is becoming increasingly difficult to produce something like “The Edge”. The first spot was actually made after the pandemic put widespread lockdowns and the actor played some scenes from their apartment while CG was added around them. But it also hits some of the most valuable real estate in a gaming marketing campaign: live activations you can touch.
“When we come out with a new console – and we don’t do that often, maybe every six or seven years – we usually like to give people the opportunity to touch it and see it with their own eyes and play around with it.” says Lempel. “I like where we go with our advertising and I like what we convey, but you really won’t get the full experience until you touch it. That was an incredible challenge, so we shot some of our communications to really try to strongly evoke the feelings you get from using the console, and that is exactly what our first commercial was about. “
The latest spot to debut diversity exclusive can be viewed above.