It's not the first time Lou Reed's classic "Perfect Day" has been used in advertising. (This version, recorded by the BBC in 1997, remains a classic). But the juxtaposition of the song with violence in Sony's first spot for Playstation 4 more recalls the track's use in the movie "Trainspotting" -- and it's effective. Featuring two players taking part in a virtual sword battle, car race and sci-fi style shootout (and looking really happy about it), it's aimed squarely at those looking for a multiplayer game experience. In other words, spending a perfect day trying to obliterate their friends.
The film by BBH New York, was directed by Matthijs Van Heijningen of MJZ. It launches this week, a month ahead of Playstation 4's U.S. release Nov. 15 and coincides with the launch of Sony's interactive website, Greatness Awaits (also the spot's tagline).