It is rare to see ad without Kevin Butler in it, but the latest offering by Sony features game characters throughout the console’s 15-year history, including household franchises published by EA Games and Activision. Then you know it’s worth it.
The ‘Long Live Play’ campaign in collaboration with Lowe + Partners agency Deutsch LA includes a two-minute film, which has been made with the help of 15 video game publishers.
It reportedly stars 25 game characters and required 3,000 hours of special effects.
The game characters hangout together in the ad to share stories about a gamer named Michael, who making it possible for them to “believe”. They all shout “to Michael” as a way to say thank you for what he does for them.
Alongside EA and Activision, Deutsch LA tuned in with Ubisoft, Square Enix, WB, Konami and Namco. The characters’ voices in the ad are their original voices from the actual games.
In the ad, Nathan Drake from ‘Uncharted’, Kratos from ‘God of War’, Sackboy from ‘LittleBigPlanet’ and Chimera from ‘Resistance’ are among the PS3-exclusive characters.
The ad has been published onto Youtube in two-minute form while there will be also 30 and 60- second versions for TV spot. It was a success online as over 6 million people has watched the short film.
A spokesperson for Deutsch LA reiterated that it was the first time characters from so many story-based game series have been called in together in one spot and also the first time many characters had been presented in a live action scenario totally away from the game.