Marcello Durst
Director of Photography (DOP) at MTP
London, United Kingdom
TitleMountain
Agency
Campaign Mountain
Advertiser Sony Corporation of America
Brand Sony PlayStation 2
PostedNovember 2003
Product Playstation 2
Business Sector Video Games/Consoles
Tagline fun anyone?
Story Sony PlayStation ad where people are perpetually climbing over each other creating a human mountain.
Philosophy TBWA\London and Sony PlayStation changed gaming from a individual, serious experience, to one that involved everyone in a fun atmosphere. This came full circle with the end line, 'Fun Anyone?' and the award winning advertisement Mountain.
Problem After PlayStation's initial product launch with TBWA\, it's success had created a very enviable problem, improve on its industry leading market share and meet extremely ambitious sales targets. The only problem was PlayStation's original breakthrough advertising that revolutionised the gaming world was being copied and its initial market advantage had slowly become a category convention. PlayStation needed disruption.
Result As a result of this groundbreaking advertising Sony PlayStation exceeded it's sales targets and further distanced itself from its competitors. It enjoys 77% worldwide marketshare.
Media Type Television
Length
Market Europe, United Kingdom
Soundtrack Get on Board Little Children
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