Sony's Playstation Vue sets out to reassert its place in the live TV streaming market with a new campaign out of Venables Bell & Partners.
The "Rules" spot, directed by Furlined's Henry Hobson, shows a well-dressed spokesman kicking a television set into a grave as he embarks on a fantastical journey depicting what watching TV shows is like today. He takes on various roles -- a knight in chainmail, a patient on the operating table, a soccer game streaker -- while explaining, "This is live TV, and we can store more shows than you can ever watch. You no longer need the box, or the guy who installs it. The rules of TV have changed. It's time to change how you get it."
Another ad will debut in the coming weeks. Interestingly, the campaign breaks just after the arrival of a big new competitor, YouTubeTV.