It's not the first time Lou Reed's classic Perfect Day has been used in advertising. (This version, recorded by the BBC in 1997, remains a classic). But the juxtaposition of the song with violence in Sony's first spot for Playstation 4 more recalls the track's use in the movie Trainspotting - and it's effective. Featuring two players taking part in a virtual sword battle, car race and Sci-Fi style shootout (and looking really happy about it) it's aimed squarely at those looking for a multiplayer game experience. In other words, spending a perfect day trying to obliterate their friends.
The film by BBH New York, was directed by Matthijs Van Heijningen out of MJZ. It launches this week ahead of Playstation 4's U.S. release on November 15 and coincides with the launch of Sony's new interactive website, Greatness Awaits (also the spot's tagline).