Playstation puts the 'heart' into gaming in a creepy Valentine's spot

Ad from Adam&Eve/DDB aims to capture the emotional engagement of gamers

Published On
Feb 13, 2020

Editor's Pick

Sony Playstation isn't a brand you'd automatically connect with Valentine's Day (in our opinion, most romantics would probably be hoping their partner takes a break from gaming on Feb. 14). But this year, the brand has served up a Valentine's day ad, albeit an unusual one.

The latest high octane ad from agency Adam&Eve/DDB sees a SWAT team-like band of fighters looking with trepidation over a precipice looking a little like something in the Death Star. They descend into a creepy, echoey tunnel, following a weird thumping sound. The tension ramps up until they break down a door, only to find row after row of beating hearts in cages, attached to Playstation consoles. 

It's all very thrilling and terrifying, but in case you're wondering what all this means exactly, Mary Yee, VP of Global Marketing, Sony Interactive Entertainment, explains in a statement: “The powerful connection to the best games in the world create memorable moments that thrill, excite, and awe the player. Presented through the suspenseful tone of ‘Heart,’ we wanted to capture and emulate some of those gripping and unexpected emotional instances that PlayStation has delivered over the past 25 years."

Romain Gavras of Iconoclast was the director; it's the latest in a series of epic-type films for the Playstation brand from Adam&Eve/DDB, which kicked off its first work in October with a spot featuring hundreds of video game characters descending to Earth.

Credits

Date
Feb 13, 2020
Client:
Sony Playstation
Agency:
adam&eveDDB
Senior Vice President Global Marketing:
Eric Lempel
Vice President Global Marketing:
Mary Yee
Director Global Marketing:
Adam Grant
Senior Manager Global Brand Marketing:
Jayne Murphy
Global Manager Brand and Platform Marketing:
Dianne Segovia
Chief Creative Officer:
Richard Brim
Executive Creative Director:
Ant Nelson
Executive Creative Director:
Mike Sutherland
Creative:
Darren Beresford
Creative:
Richard Gayton
Chief Production Officer:
Anthony Falco
Agency Producer:
Michael MacMillan
Assistant Producer:
Charlotte Wickens
Planner:
David Mortimer
CEO:
Mat Goff
Managing Partner:
Sarah Coleman
Account Director:
Adam Patel
Account Manager:
Casey Nguyen
Project Manager:
Sam McGeorge
Digital Display Lead:
Marceline Le Gaufey
Global Business Director:
Sybille Chrissoveloni
Designer/Typographer:
King Henry
Media Agency:
Mediacom
Production Company:
Iconoclast
Executive Producer:
Anna Smith
Producer:
Charlotte Woodhead
Director:
Romain Gavras
Director of Photography:
Andre Chemetoff
UK Production Manager:
Francesca Resteghin
Editing Company:
Trim
Editor:
Tom Lindsay
Post Production:
The Mill
Post Producer:
Clare Melia
VFX Supervisor:
Dan Williams
3D Artist:
Phil Maddock
Colorist:
Damien Van Der Cruyssen
Audio Post Production:
750mph
Audio Post Production:
Arrogant Music & Dreamsound
Service Company:
Shelter
Executive Producer:
Albert Zurashvili
Producer:
Yulia Foster
Project Manager:
Max Matveev
Project Coordinator:
Gena Shevchenko
1st AD:
Grits

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