Produced by the Milan offices of Omnicom Group's TBWA Worldwide, the ad is mostly made up of the computer-generated graphics of the Formula One car racing game. Sony's PlayStation 2 has been a worldwide hit but has seen only limited success in Italy.
The company is betting on the country's love for Formula One racing -- one of only a handful of sports that can sometimes rival soccer among fans -- as a way to increase sales. The campaign is focused on TV, but will also include print, radio and the Internet. -- Eric J. Lyman
Copyright May 2001, Crain Communications Inc.