Sony Gives Some Personality to a Bestseller

Advertiser: Sony Computer Entertainment

Agency: TBWA Chiat/Day, Venice

Challenge: In 30 seconds, give viewers a taste of the new Crash Bandicoot video game for the Sony Playstation--a game that takes hours (even days) to play.

The Ads: Four spots show a man in a Crash Bandicoot suit attempting to go through an airport metal detector. “After a short vacation,” the voice-over declares, “Crash is back.” In one spot, Crash, a cartoonish, rat-like figure, dumps the contents of his pockets--change, a compass, beaters from an electric mixer--before walking through the detector. It’s to no avail--the “jetpack” on his back has triggered the alarm. In another spot, sparks fly as Crash shoves his “jetboard”--a flying surfboard--into the X-ray machine. Two of the four spots show snippets from the video game.

Comment: The original Crash Bandicoot, which was introduced in September 1996, is Sony Playstation’s best-selling game. That’s one reason Sony doesn’t have to clutter the commercials with game footage--players are familiar with the character and know what to expect from the sequel. The spots give Crash, a clumsy hero, some personality and are amusing to watch. They invite gamers to play Crash because it’s fun, not because they can blow things up.

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