TV/Cinema: Sony PlayStation 4

Sony PlayStation 4 or simple Orbis is the new game console from the 8th generation that is going to come on the market in 2013. As an advertising agency, it was decided that the promotion campaign is going to cost over £4m on a duration of about 5 months and is going to use different media, like: print, TV, on-line, cinema, outdoor and in-game. Also during this campaign, a change in target audience is wanted, from 16-24 male to 16-36 male. For TV/Cinema advertising, there will be channels like: Sky Sports, Dave, 4oD and movie for cinema: The Internship, Red 2 and The Wolverine . A couple of ideas for this are explained below.

1. Father and son
The first video,30 seconds, is going to illustrate the father and son bonding. As this entire campaign is aiming to change the audience to male who want to have a kid and a family or they have it already, the video is going to show how tradition is passed from the father to his son. There is going to be a living room, on a Saturday night, the father is playing football on the new PS4 and his kid comes into the room and watches. Then the father is going to ask him if he wants to play as well, so he is going to show to his child how to play it. Then the wife (mother of the boy) comes into the room and stays next to the door and watches how the two have fun playing together. At the end there is a narrator saying: 'New generations....same traditions....Sony PlayStation 4 perfect for your family'.

Storyboards:

 

Please click to enlarge and see below the abbreviations present in the storyboards

Abbreviations:

Camera angles (CA)	Frames (F)	Camera movements (CM)	Change of focus (CF)	Sounds (S)	Words (W)
Participant (P) Observer (O) Low angle (LA) High angle (HA)	Close up (CU) Medium (M) Long (L)	Pan (P) Tilt up (TU) Tilt down (TD) Dolly (D)	Zoom in (ZI) Zoom out (ZO)	Natural sounds (NS) Artificial sounds (AS) Mood music (incidental) (MM) Songs (S) Jingles (J)	In (I) Out (O)

2. Shazam
The second video is going to be the traditional game console advert, 15 seconds, where the new PS4 is showed next to an exclusive game. Ten seconds from inside of the game are showed then on the screen the new PS4 and the DVD game is showed with the message: 'Pre-book now for an exclusive offer'. Also, during the entire video the Shazam (the new sound recognition service) logo is shown at the bottom left of the screen with the message: 'Load for more exclusive offers'. So people know that they can open the application on their phone and start loading the sounds, then they will automatically be sent to the official PlayStation website where they can benefit of a better offer for pre-booking the console, they get not just 1 but 2 games for free.
During the commercial, the song: Wavin' Flag from K'naan is going to be played due to its success during the 2010 FIFA World Cup.

Sounds: SONGS

 Storyboards:

Please click to enlarge