Brief

Sony PlayStation launches its latest advertising campaign this week. The company claims it is the first time the computer games industry has produced a commercial that does not feature excerpts from a game in action. The ad focuses on the symbols on a PlayStation console – a triangle, cross, square and circle – and suggests that they transport customers to the excitement of the games themselves. The campaign, which includes poster and press executions, is devised by TBWA Simons Palmer. The company keeps the same tagline: ‘Do not under-estimate the power of PlayStation.’

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