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(May 30, 2001) ROME -- Sony's new Italian campaign for its PlayStation 2 home video-game console focuses on the company's Formula One game to promote the product in a market where it has had only mixed results.

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.

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