Sony teases French with ads for Playstation 2

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PARIS--Dropping any references to product attributes, Sony Corp. has opted for eye-catching visuals in its teaser campaign for the PlayStation 2 game console, which launches late November.

Created by Omnicom Group-owned BDDP- TBWA, Paris, the campaign's outdoor and print images include a blood-filled swimming pool under the caption "Combat Squared;" two raw ham-burger patties under the caption "Carnage Squared"and a man who tattoos images of vanquished opponents on his muscular bicep called "Victory Squared."

Outdoor includes more than 15,000 billboards and signposts nationwide.

Using the tagline "Life Squared," the campaign aims to create a buzz around the new console, which has a built-in DVD reader.

The electronics giant has already recorded reservations for an estimated 50,000 PlayStation 2 consoles, which will retail for around $400, and estimates sales topping half a million consoles by mid-2001. An estimated 4 million French households indulge on video games played on TV screens.

French carbonated drinks leader Orangina has launched a co-branding operation linked to the PlayStation 2 launch, coating millions of cans and bottles with promotional material offering the chance to win free consoles and t-shirts.

Copyright November 2000, Crain Communications Inc.

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