Celebrating 20 years of PlayStation Advertising

Back on September 29, 1995 electronics giant Sony made a surprise move to enter the home gaming market, deciding to go head-to-head with established giants Nintendo and Sega. 

Unlike the competitors, Sony decided not to aim the product at kids, instead focussing on young adults, and a generation with the spending power. This bold decision is clearly reflected by the console’s striking and often a little bit disturbing advertisements.

Now 20 years since the console’s European/US launch shots takes a look back at some of our favourite ads for the gaming system.

1. PlayStation: Mental Wealth

Directed by Chris Cunningham via RSA Films and created by TBWALondon this strange yet profound ad features a girl whose facial features were digitally manipulated to give an alien-esque look, questioning the meaning of life and encouraging viewers to find their own reality.

2. PlayStation: Double Life

Frank Budgen stepped behind the camera for 1999’s Double Life produced by Gorgeous and created by TBWALondon. This spot was a celebration of the massive range of people who played games, from young to old, rich to poor, all united by their double lives.

3. PlayStation 4: For The Players Since 1995

Released prior to the launch of the PS4 this charming short film created by Drum London from directors Adam Wells and Will Innes Smith charts the evolution of the console from its original iteration through to the current model and how an entire generation of gamers have grown up alongside the product.

4. PlayStation 2: The Third Place

Directed by David Lynch through Great Guns this surreal and non-linear commercial pushed the boundaries of traditional advertising in what has to be one of the most bizarre adverts to have ever been released.

5. PlayStation 3: Baby

TBWAChiatDay LA’s Baby is hands down the most disturbing advert on the list. Directed by Rupert Sanders through MJZ the ad features a toy doll that is truly the stuff of nightmares.

6. PlayStation 3: To Michael

With 25 characters from PlayStation's past, this two-minute short created by Deutsch LA celebrates a dedicated gamer called Michael. Helmed by Imperial Woodpecker's Simon McQuoid, the visual feast acts as a thank you note from the characters as each trades stories of how they have been saved from their ultimate game over by the player.

Don’t forget to vote for your favourite TVC of the last 25 years in our poll with the result announced at this year’s shots Awards on the night of 5 November.