Ad of the Day: Sony PlayStation Vue Is the Stuff of Mind-Blowing Sci-Fi Fantasy

Johannes Leonardo likens the service to never-before-seen marvels

Wouldn't you?" is the salient question posed in Johannes Leonardo's first ad campaign for Sony's PlayStation Vue since the streaming TV service was announced in March (the agency was awarded the job last fall).

Targeting the 35 million current PS3 and PS4 users, the push is anchored by a lighthearted but high-impact 60-second spot starring some millennial dude in a business suit. He interacts with lots of fun special effects, illustrating a series of questions, such as "If you had a button that could reverse time, you'd use it, wouldn't you?" and "If you had robotic legs that gave you extraordinary strength, you'd use them, wouldn't you?"

Ultimately, he asks, "If you had a TV experience better than you ever imagined inside your PlayStation, you'd use it—wouldn't you?" as he kicks back to enjoy some PS Vue. "Start Vueing" is the tagline.

Perfectly paced by MJZ director Fredrik Bond, the showy visuals (dig those crazy legs—and look out for that soccer ball!) should hold viewers' attention all the way through and help drive home the straightforward sales pitch.

Sony debuted the ad on Monday at the E3 Electronic Entertainment Expo in Los Angeles. It also announced that, beginning next month, a la carte programming will be available, allowing users to purchase specific channels such as Showtime, Machinima and Fox Soccer.

Now, that's a Vue that plenty of users, weary of blowing big bucks on cable tiers, should appreciate.


Client: Sony

Agency: Johannes Leonardo

Chief Creative Officers: Jan Jacobs, Leo Premutico 

Executive Creative Directors: Tom Martin, Julian Schreiber    

Art Directors: Verenice Lopez, Jerome Marucci     

Copywriters: Devin McGillivary, Steven McElligot  

Head of Production: Cedric Gairard

Executive Producer: Sevda Cemo

Producer: Tina Diep

Associate Producer:  Dustin Grant 

General Manager: John McCarthy

Account Director: Marc Gellman

Account Supervisor: Adam Rubin

Planning Director: Jennifer Colman

Associate Strategist: David Ceng 

Production Company: MJZ      

Director: Fredrik Bond        

Executive Producer: Kate Leahy

Line Producer: Alicia Richards

Director of Photography: Crille Forsberg

First Assistant Director: Mark Taylor

Production Designer: Petr Kunc

Postproduction Company: The Mill, Los Angeles

Executive Producer: Enca Kaul

Visual Effects Producer: Will Lemmon

Color Producer: Antonio Hardy

Shoot Supervisors: David Lawson, Becky Porter

Creative Director: David Lawson

2-D Lead Artist: Becky Porter

3-D Lead Artist: David Lawson

2-D Artists: Andy Dill, Daniel Lang, Anthony Petitti, Narbeh Maridossian, Patrick Munoz, Tara DeMarco, Steve Cokonis, Tim Robbins

3-D Artists: Phil Mayer, Majid Esmaeili, Steven Olson, Matt Longwell, Martin Rivera, Mike Di Nocco, Aldrich Torres, Monique Espinoza, Itai Muller

Matte Painting: Andy Wheater

Motion Graphics: Justin Demetrician, Greg Park, Andrew Marks

Colorist: Adam Scott

Art Department Coordinator: Daniel Midgley

Production Company in Prague: Unit & Sofa

Executive Producer: Fady Saleme

Line Producer: Nikola Mohorita

Radio Production Company: Sonic Union

Founder, Engineer: Stephen Rosen

Executive Producer: Justine Cortale

Producer: Melissa Tanzer      

Casting Director: Maria Pappalardo

Editing House: Union Editorial

Executive Producer: Caryn MacLean

Senior Producer: Susan Motamed

Editor: Patrick Ryan

Assistant Editor: Andrew Droga

Cutting Assistant: Melissa Geczy

Music House: Q Department

Composer: Drazen Bosnjak        

Producer: Zack Rice

Assistant Producer: Guin Frehling

Mixer: Steve Rosen

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
Publish date: June 16, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT