This Is Living Gets Banned

We love the broadcast/web only adverts that have recently been coming out for video game titles and their associated consoles. Whether or not they use in game footage or are set in the real world, game commercials these days are quite enticing – like mini films. Despite their creative appeal, many spots never make it past the censor board. Games, if you will recall, are dangerous. Check out the latest addition to hit the dustbin above, which is currently running on Yahoo!, BT and a host of video sites. It’s for Sony’s “This Is Living” campaign in support of the PS3, which has been running for a few months in Europe. The adverts show various quirky individuals talking about – you guessed it – what living means to them. Some are better than others with the episode being top notch. The spot features a disturbed gun-wielding man in a bathtub named Kovac. This guy is like the darker, harder version of Christian Slater’s character from Heathers. The spot manages to appeal to a wide swath of age ranges – from those old enough to understand Kovac’s litany on emotional death of working in an office to teens who spend most of their time dabbling in various forms of rebellion.

Interestingly, the Playstation console never makes an appearance in the spot. We’re for it. If you know anything about the console wars, then you’re probably aware that the PS3 has a hard time due to the graphics failing to live up to the hype (the Xbox 360 offers similar quality if not better) and that enormous price tag that hovers around $500. If you can’t sell on its superior game capabilities, then sell it on lifestyle. Yup-yup.

The ASA banned the spot for the underlying tones of violence. Meanwhile, the ad’s creators, TBWA, defended the banned commercial, saying: “The internet ad targeted an adult audience. It was intended to represent, nor describe, socially or aspirational behaviour.” We totally agree.