PS4 claims media first with The Sun page 3 takeover

Sony has marked the launch of its Playstation 4 today (29 November) by taking over The Sun’s page 3, a media placement the tabloid paper normally reserves for topless female models. 

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The double-page ad runs across pages 2-3 of today’s edition of the title with the copy reading: “Apologies to Rosie, 22 from Middlesex”, in reference to the topless model, whose picture is featured on page 5 of the paper. 

The campaign was orchestrated by PlayStation’s media agency Manning Gottlieb OMD with creative agency Drum also providing images for the placement and coincides with the UK launch date of the console. 

Earlier executions in the launch campaign included Sony ‘taking over’ London’s Oxo Tower and making it resemble the control buttons of a PS4 remote control as the manufacturer stepped up its marketing efforts to become “high impact”. 

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