Tequila/L.A. Pushes the Superstitial for PS2's Syphon Filter

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PS2 meets Mission Impossible
In a new online campaign for the PS2 title Syphon Filter, Tequila/L.A. -- the marketing services division of TBWA/Chiat/Day -- uses Unicast's superstitial format to deliver a personal message to gamers. While the 2MB format's most obvious application is delivering :30 spots online, Tequila ACDs Steven Amato and Shervin Samari took it in another direction by creating a Mission Impossible-style interactive message introducing gamers to the plot and features of the PlayStation 2 game.

"When Unicast came to us, they were really tring to get agencies to put their commercials online," Samari explains. "But Steven and I have the philosophy that there's no use in putting your TV commercials online. This was a way of using video, but not just slapping the 30-second spot online -- and really making it interactive."

Like the game's broadcast spots, the superstitial is presented as a rogue signal relaying vital intelligence to the user, including a summary of the game's back-story and a preview of its weaponry. Original footage, including some of a command center operative whi briefs the user on the mission, was shot by Tool's Erich Joiner, who also directed the TV campaign. "We immediately saw the potential of what we could do when we found out that 2MB formats were now available to us," says Tequila's Amato. "It's definitely pushing the boundaries of what the superstitial is."

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