BBH New York rolls out the new ad campaign for the Sony PlayStation 4 with this large-scale, 90-second film that, frankly, feels a little hollow inside.
Directed by MJZ's Rupert Sanders ("Snow White and the Huntsman,") the spot, titled "Greatness Awaits," is the first work out of Sony PlayStation's new agency of record -- BBH won the account in February from Deutsch Los Angeles. Under Deutsch, the brand had come out with some pretty fantastic work, like the amazing "Michael" and "All-Stars" spots.
"Greatness," features actor Taylor Handley ("Vegas"), who saunters through a fast-paced, action-filled environment--one that feels all-too familiar in the advertising landscape. The film launched during Tuesday night's NBA finals, and is accompanied by a YouTube channel that lets gamers "enter" the film to interact with elements from PlayStation games.
It's also worth noting that the film is an Xbox talent reunion of sorts. Director Sanders had previously worked with BBH chief creatiev John Patroulis on the celebrated "Believe" campaign out of McCann/Tag and AKQA. Mr. Sanders has also worked on earlier "Call of Duty" creative, done via TBWA/Chiat/Day, which has a similar feel as "Greatness." And of course, there's some smatterings of more recent COD work, like this Robert Downey Jr. spot,.