NEW YORK (AdAge.com) -- Sony Computer Entertainment America is shooting TV commercials as part of its $250 million brand campaign for its PlayStation 2 video-game console and games.
The campaign from
Omnicom Group's TBWA/Chiat/Day
, Playa del Rey, Calif., will include at least four spots, the first of which breaks in September. It will promote the social experience of gaming while expressing the blurring of the line between reality and fantasy, said Andrew House, senior vice president fo marketing for the Sony unit.
The first spot is set in a retirement home where babies are crawling around on the floor. It then cuts to a clock whose hands are winding backward to "express a different reality," he said.
Sony has shipped more than 30 million PlayStation 2 consoles globally.