A new ad for Sony Playstation from recently-appointed agency Adam&Eve/DDB merges the worlds of gamers and game characters in spectacular fashion, all set to The Kaiser Chiefs' track "I Predict a Riot."
Directed by Gary Freedman via Independent, the spot sees popular game characters and landscapes appearing in people's everyday lives; for example, a customer in a diner sees Palico from "Monster Hunter World" passing by, commuters join the "Fortnite" Battle Bus and the start of a car journey is interrupted by Crash Bandicoot and friends whizzing by, inviting players to join in the race. Other games and characters referenced include" FIFA 20," "Cloud Strife," Nathan Drake from "Uncharted," Deacon St. John of "Days Gone" and "God of War" character Kratos. The tagline is "It's Time to Play."
“We are passionate about the joy fans feel from immersing themselves in these incredible stories that are brought to life through our games," said Mary Yee, VP, Global Marketing, Sony Interactive Entertainment in a statement. "Our 'It’s Time to Play’ campaign is an invitation to all gamers, from some of our most beloved gaming IP, to join the world of PlayStation and experience the extraordinary power of play."