39 The £1m campaign for Sony’s PlayStation 2 by TBWA\London has only been shown briefly in the UK, but it is a reminder that ad films can still astound.
The ad has also been a champion for British advertising creativity worldwide, airing extensively in western Europe, the former eastern bloc, Australia and New Zealand, and was used as the basis for “wraps” placed over prominent buildings in several major cities.
The Mountain is the second most awarded advertisement globally of 2004, according to industry source Shots, and only surpassed by Honda (see Number 5).
To date Mountain has reaped 44 international awards, including the 2004 Cannes Lions Grand Prix, the advertising world’s Oscar.
According to TBWA, the ad has contributed to Sony PlayStation’s continuing market leadership in the competitive video games console sector. It translated the online gaming concept into a visual idea - that of a human mountain, with individuals being knocked off as they reach the summit - which combines jaw-dropping ambition with human scale.
The creative director for the campaign was Trevor Beattie, with Tony McTear and Paula Marcantonio as joint writers. The latter have both since moved jobs with McTear becoming creative director on Sony PlayStation2, and Marcantonio joining ad agency, DLKW.
McTear describes the actual execution as “quite experimental”.
”We deliberately used four different ways you could create a human mountain. The intention was to use all four so no-one could actually work out which ones we had used in which shots.”
What’s the idea? Play the world online.
Where’s the cash? “In terms of sales, PlayStation has far exceeded its [Sony’s] expectations”, TBWA says.