Sony Playstation's latest ad is a spectacular riot of gamers and characters

Gary Freedman directs Adam&Eve/DDB spot set to Kaiser Chiefs' tune

Published On
Nov 06, 2019

Editor's Pick

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."


Nov 06, 2019
Client :
Sony Playstation
Agency :
Adam & Eve/DDB
SVP Head of Global Marketing :
Eric Lempel
Vice President Marketing :
Mary Yee
Director Brand Marketing :
Adam Grant
Sr. Manager Brand Marketing :
Jayne Murphy
Chief Creative Officer :
Richard Brim
Executive Creative Director :
Ant Nelson
Executive Creative Director :
Mike Sutherland
Creative :
Matt Fitch
Creative :
Mark Lewis
Chief Production Officer :
Anthony Falco
Agency Producer :
Panos Louca
Agency Producer :
Katie Heaselgrave
Agency Producer :
Lucy Trower
Chief Strategy Officer :
Martin Beverley
Planning Director :
David Mortimer
Mat Goff
Managing Partner :
Sarah Coleman
Account Director :
Adam Patel
Account Director :
Tara Beckefeld
Account Manager :
Casey Nguyen
Global Business Director :
Sybille Chrissoveloni
Global Account Director :
Hannah Montaln
Head of Design :
Paul Knowles
Senior Designer :
Scott Silvey
Artworker :
Chris Holiday
Retouching :
Charlie Townsend
Media Agency :
Production Company :
Executive Producer :
Jani Guest
Producer :
Amy Appleton
Director :
Gary Freedman
UK Production Manager :
Lucy Banks
Director of Photography :
Franz Lustig
Editing Company :
The Playroom Post
Editor :
Adam Spivey
Edit Assistant :
Andre Rodrigues
Post Production :
Post Producer :
Philip Whalley
2D Lead Artist :
Rod Norman
3D Lead Artist :
Jessie Amadio
Colorist :
Matthieu Toullet
Colorist :
Jean-Clement Soret
Audio Post Production :
Sound Designer :
Dan Beckwith
Assistant Engineer :
James Utting
Soundtrack Name :
I Predict A Riot
Composer :
Kaiser Chiefs
Service Company :
Radioaktive Film
Executive Producer :
Alexandra Bevko
Producer :
Ira Nepomenko
Project Manager :
Nick Semko
Project Coordinator :
Daniel Linnik-Zhuravlev
1st AD Ukraine :
Nadia Ludchik
CGI & Retouching :
Happy Finish
Simon Allan
Chris Gornall
Matte Paint & Concept Artist :
Akrash Kummattummal
Retouching :
Vahakn Vorperian
Retouching :
Alexis Goodwin
Producer :
Frances Hood
Account Manager :
Luke Heywood

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