The Immortal Awards juror and DDB Sydney CCO explains why TBWA\London's PlayStation spot has a place in her heart
There's now less than one week left to enter this year's Immortal Awards and, in the run up to the September 10th entry deadline, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.
Next up is Tara Ford, the chief creative officer of DDB Sydney, who's gone for another Frank Budgen masterclass.
Sony PlayStation 'Double Life' (TBWA\London, 1993)
I had just started out as a young creative in advertising and had moved to London to learn from the best in the business at the time. And then this ad came out…
The story goes that the team came up with it right before the client presentation. It was presented as a poem. Simple words scribbled on a page. Nothing else.
Those words had the power to inspire the client to buy them on the spot. And then inspire the vision created by the masterful director Frank Budgen.
The result bolstered a legion of gamers, elevating them from perceived sad, dark basement dwellers to the status of heroic adventurers. And in doing so propelled the brand into the stratosphere.
Shortly after, I went to work at the agency on the PlayStation account. It was a super inspiring time and place. So, this ad has a special place in my heart. But personal note aside, Double Life is absolutely immortal.
The Immortal Awards entry system is closing on September 10th. Every member of Little Black Book is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive two entries, whilst Silver and Gold members get five entries. The full list of rules, including eligibility dates, can be found here.
If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.