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Budgen directs latest PlayStation campaign.(TBWA/London creates a new ad for Sony PlayStation)(Brief Article)
TBWA\London has used a cast of thousands in its latest cinema and TV campaign for Sony PlayStation, which aims to bring to life the energy and spirit of its gaming community.
The 60-second ad, called 'mountain', opens on a mass of people running through a city. They are laughing and appear to be running to one location.
As the numbers swell they are seen to be scrambling over each other as they start forming a stack with people falling off in their eagerness to go higher.
As the camera pulls back hundreds of thousands of people are forming a mountain higher than any of the other buildings in the city. The ad closes showing different people reaching the zenith of the people pyramid and enjoying a moment of exhilaration before others scramble over them and take their place.
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