Wouldn't you?" is the salient question posed in Johannes Leonardo's first ad campaign for Sony's PlayStation Vue since the streaming TV service was announced in March (the agency was awarded the job last fall).
Targeting the 35 million current PS3 and PS4 users, the push is anchored by a lighthearted but high-impact 60-second spot starring some millennial dude in a business suit. He interacts with lots of fun special effects, illustrating a series of questions, such as "If you had a button that could reverse time, you'd use it, wouldn't you?" and "If you had robotic legs that gave you extraordinary strength, you'd use them, wouldn't you?"
Ultimately, he asks, "If you had a TV experience better than you ever imagined inside your PlayStation, you'd use it—wouldn't you?" as he kicks back to enjoy some PS Vue. "Start Vueing" is the tagline.
Perfectly paced by MJZ director Fredrik Bond, the showy visuals (dig those crazy legs—and look out for that soccer ball!) should hold viewers' attention all the way through and help drive home the straightforward sales pitch.
Sony debuted the ad on Monday at the E3 Electronic Entertainment Expo in Los Angeles. It also announced that, beginning next month, a la carte programming will be available, allowing users to purchase specific channels such as Showtime, Machinima and Fox Soccer.
Now, that's a Vue that plenty of users, weary of blowing big bucks on cable tiers, should appreciate.
CREDITS
Client: Sony
Agency: Johannes Leonardo
Chief Creative Officers: Jan Jacobs, Leo Premutico
Executive Creative Directors: Tom Martin, Julian Schreiber
Art Directors: Verenice Lopez, Jerome Marucci
Copywriters: Devin McGillivary, Steven McElligot
Head of Production: Cedric Gairard
Executive Producer: Sevda Cemo
Producer: Tina Diep
Associate Producer: Dustin Grant
General Manager: John McCarthy
Account Director: Marc Gellman
Account Supervisor: Adam Rubin
Planning Director: Jennifer Colman
Associate Strategist: David Ceng
Production Company: MJZ
Director: Fredrik Bond
Executive Producer: Kate Leahy
Line Producer: Alicia Richards
Director of Photography: Crille Forsberg
First Assistant Director: Mark Taylor
Production Designer: Petr Kunc
Postproduction Company: The Mill, Los Angeles
Executive Producer: Enca Kaul
Visual Effects Producer: Will Lemmon
Color Producer: Antonio Hardy
Shoot Supervisors: David Lawson, Becky Porter
Creative Director: David Lawson
2-D Lead Artist: Becky Porter
3-D Lead Artist: David Lawson
2-D Artists: Andy Dill, Daniel Lang, Anthony Petitti, Narbeh Maridossian, Patrick Munoz, Tara DeMarco, Steve Cokonis, Tim Robbins
3-D Artists: Phil Mayer, Majid Esmaeili, Steven Olson, Matt Longwell, Martin Rivera, Mike Di Nocco, Aldrich Torres, Monique Espinoza, Itai Muller
Matte Painting: Andy Wheater
Motion Graphics: Justin Demetrician, Greg Park, Andrew Marks
Colorist: Adam Scott
Art Department Coordinator: Daniel Midgley
Production Company in Prague: Unit & Sofa
Executive Producer: Fady Saleme
Line Producer: Nikola Mohorita
Radio Production Company: Sonic Union
Founder, Engineer: Stephen Rosen
Executive Producer: Justine Cortale
Producer: Melissa Tanzer
Casting Director: Maria Pappalardo
Editing House: Union Editorial
Executive Producer: Caryn MacLean
Senior Producer: Susan Motamed
Editor: Patrick Ryan
Assistant Editor: Andrew Droga
Cutting Assistant: Melissa Geczy
Music House: Q Department
Composer: Drazen Bosnjak
Producer: Zack Rice
Assistant Producer: Guin Frehling
Mixer: Steve Rosen