Sony takes a bunch of cult characters from PlayStation's 15 year history and brings them to life, together in one place, for this spot celebrating gamers. As they congregate in a bar, it turns out they've all got one hero in common: a gamer called Michael.
In order to make the 'characters' as authentic as possible, agency Deutsch LA worked with 15 software publishers including EA, Activision, Ubisoft, Square Enix, WB, Konami and Namcoin, getting approval for their portrayal and even hiring the actual voice talent from the games. Over 3000 hours of special effects were also used to create the two minute spot, part of a new campaign for PS3 entitled 'Long Live Play' (sixty second and thirty second versions of the spot will run on TV). The campaign also includes social media, with a Facebook app enabling gamers to personalize the 'Michael' spot using their own content.