We enjoyed the above spot from Del Campo Nazca Saatchi & Saatchi so much that we wanted to share it with everyone in the SaatchiNY network. Jessica Wildman is VP Regional Strategic Planning Director Latin America for Saatchi & Saatchi, and since she led the strategic planning side of the Playstation pitch for us, we thought it was appropriate to get her thoughts on some of the great new work on the account.

LIVE IN A STATE OF PLAY
For many people in Latin America, PlayStation is a Lovemark– and they aren’t all pimpled teenagers playing in the basement. Adult men, women and kids are incredibly passionate about the PlayStation brand.  But PlayStation had never advertised regionally before in Latin America. For the first campaign, the clients wanted to announce our presence in the region with a campaign that captured the essence of the brand and the experience it promised to deliver to consumers.

After weeks of Xploring in Mexico, Argentina, Brazil, Chile, hundreds of hours of video game play (man this job sucks) and the most amazing creative energy in the world, Vive En Estado Play was born — translated as “Live in a State of Play”

PUSHING THE LIMITS
The insight behind the campaign is that there is an unfortunate human truth that excitement quickly fades. Human beings naturally become accustomed to things quickly and lose interest: a beautiful view, a new gadget, even a new lover… nothing is ever as exciting as the first time.

Especially now, with the endless distractions and entertainment on the internet, YouTube videos, Infinite TV channels, gadget upgrade after upgrade… we as a society have developed a tolerance to amazing things. We live in an age of pleasure obsession and the irony is that we are bored stiff. The more we get, the more we want, the more it takes to impress us.

KEEPING EXCITEMENT ALIVE
But PlayStation is always pushing the limits of entertainment with groundbreaking innovation, technology and gaming experiences, so it’s always a thrill. It’s never-ending entertainment that you can’t get used to. PlayStation is constantly breaking limits to keep our excitement alive.

The campaign first brought this to life with the anthemic spot, Victor (at the top of the post).  It is a metaphor for how using PlayStation is always a new, thrilling experience, like seeing the world through a child’s eyes. When you are a baby, everything in the world is exciting, provocative and pumps you full of emotion.

The spot has gotten tremendous buzz. And the clients are wearing PlayStation jackets that read “Vive En Estado Play” on the back.

THE PITCH
The PlayStation pitch and the development of the campaign embodied the Saatchi spirit that nothing is impossible and one team, one dream. It was all hands on deck with creative brilliance from Del Campo Nazca Saatchi & Saatchi and digital and account leadership from Conill. We are thrilled about the work and feel we have only just begun to scratch the surface of what we can do for the brand.

As a bonus for the hardcore gamers out there, we included the PlayStation symbols hidden throughout the spot. See if you can find all 7 occurrences of them.  Warning. It aint easy.

Editors Note: For further information on the campaign & Del Campo Nazca Saatchi & Saatchi’s work with Playstation, be sure to check out the PS Blog.