December 2007



This is living.
PlayStation 3

Advertising Agency: TBWA Brussels, Belgium
Creative Director: Peter Aerts
Art Director: Jeroen Bostoen
Copywriter: Pol Sierens
Photographer: Marc Paeps
Retouching: Christophe Huet
Mock-up: Marcos Vinals Bassols, ZAZA MAKE-UP
Strategy: Stephanie Zimmermann, Kacper Wozniak
Account team: Jochen De Greef, Yannick Van Keer

Comments (35)

Log in or register to post comments
Spanky's picture
Activity Score 4899

not much concept. but very cool visually.

Disco Munky's picture
Disco Munky
Activity Score 3890

And as we all know that's how to make a good ad.

You're one in a 20. One in 20.

I'd say a million but I know you count on your fingers and toes.


Doin' it for the points

jonybeta's picture
Activity Score 364

Wow. Playstation continue build his brand with outstanding ads, i like a lot.

Jonathan Betancur

misterpanda's picture
Activity Score 282

ups, crazy!

Zemane's picture
Activity Score 284

Very good.

"Talent is luck. The important thing in life is courage."

morenitadeacero's picture
Activity Score 4


andrej dwin's picture
andrej dwin
Activity Score 937

huge kudos to the AD/3D guys.
but I can't help, but complain that all PS3 ads I can remember to have seen lack a lot to the finesse of those meanwhile legendary PS2 ads from a few years ago.
well, after all, the product doesn't fare as well neither.
*the best skate/snow/surfing videos and pictures.
*updated daily!

AdArena: Sex Sells

Don Draper's picture
Don Draper
Activity Score 144

So wasting away on a sofa playing virtual games all day is "living?" Me thinks not! Downing a couple pitchers of martinis and then jumping behind the wheel of an all metal deathtrap going 90 miles per hour with no seatbelts or air bag while I smoke a pack of Luckys on my way to get yet another serving of undercooked red meat –– now THAT'S living!

Fabulous looking ad nevertheless.

rocketman's picture
Activity Score 385

wow, you're my hero... (yawn).

Davosk's picture
Activity Score 4815

So driving like a drunken arsehole, risking someone elses life, is living for you? Your a dickhead mate.

I just read your profile. How sad.

Don Draper's picture
Don Draper
Activity Score 144

Actually you're the sad one because you don't get the joke of it all. See, this is what happens when you come to the site spoiling for a fight, rather than just coming here to have a good time looking at some ads -- you end up making an "asshole" of yourself. (that's how we say it here in America.) Maybe now would be a good time for you to go have a gyro, pour yourself a Martini or five or six, and Google me when you get a chance. And while you're at it, pray that your tv choices improve in Greece.

By the way, it's properly spelled "you're". Not Your. As in, "YOU are a dickhead Davosk".

rocketman's picture
Activity Score 385

So, Draper, you turned out to be an ad yourself, interesting. Well, since we are commenting on ads, here it goes: maybe it's the nature of your character to be over the top, (i've never seen your show) but when dealing with real people it might be a good idea to take it down a notch, that way the joke is more believable and can last longer. Don't take it out on Davosk, you should actually feel flattered that he bit the bate. (Actually, you did come across as an asshole seeking attention, sorry).

Don Draper's picture
Don Draper
Activity Score 144

Point taken. I don't agree, but at least you made your point without attacking. You're a man's man. (assuming you are in fact a man). I can respect that. And by the way, it's spelled "bait", not bate. Now let's all have some drinks.

rocketman's picture
Activity Score 385

ok, i'll pitch you a round of tequilas, and after that you won't be able to tell the difference between bait and bate, deal?

Don Draper's picture
Don Draper
Activity Score 144


adrianapr's picture
Activity Score 1254

Don, i googled you, you're really gorgeous:

HAHHAHAHAAAA... it's a joke, of course I know your real name is Jon Hamm.
Hhahaha... ok, enough of that... now please don, buy us some martinis and let's get drunk.

Don Draper's picture
Don Draper
Activity Score 144

That's hilarious! You'd think a guy with a mug like that would actually AVOID posting his photo. As for you my friend, if we ever cross paths you can rest assurred, the drinks are on me. Now if you'll excuse me, it's 5:55 on a Friday and there's a Scotch bottle somewhere in this agency with my name on it. Cheers.

elnietodeNicho's picture
Activity Score 361

try GTA instead...

Sally_Bison's picture
Activity Score 82

The eye isn't the most OVERUSED symbols ever...


cristo's picture
Activity Score 225

Christophe es tremendo, uno de los mejores retocadores que he visto.
Muy bien realizada la pieza.

soulviamusic's picture
Activity Score 136

nice visual thought dot no concept dot poor photoshop dot

whynot's picture
Activity Score 17


viky's picture
Activity Score 358

visual is nice but concept?

JT2's picture
Activity Score 56

hey, bravo jostoen.... CRACKKKKKK vent !

Davosk's picture
Activity Score 4815

Love the picture. PS usually uses the visual as the idea. There's nothing so wrong with that.

benjaminbrown's picture
Activity Score 439

This is very cool. This is living, it just looks a bit like dying.

nitin456's picture
Activity Score 133

Nice Visual

ginfizz's picture
Activity Score 14

looks nice but blurry somehow, but cant keep up to the nuclear blast

arstewar's picture
Activity Score 232

damn, all this playstation stuff looks so cool

Codetinho's picture
Activity Score 2

What a fucking great job. In France we call that "en avoir plein les mirettes". wowowow.

54NN's picture
Activity Score 115



musback's picture
Activity Score 355

Did my internship at TBWA brussels, and on the first day they came with the brief for this. was so cool to watch this grow from an idea to nice rough to wonderful execution, only problem to me is that it looks so photoshop-"dirty" while it could have been a veery sexy clean ad as well, but still very good!

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
New Blog @

abdou's picture
Activity Score 76

I was hoping to see more recognizable GAME UNIVERSE shapes, I mean the boilings over the eye surface are yet to take more shapes (and may be colors), but the concept of "boiling" gives an intense feeling of the interactive universe into which we're about to get submerged.

I do really I like it... Nice job.

Disco Munky's picture
Disco Munky
Activity Score 3890

I can't be the only one getting tired of these Playstation ads?

They've been the same style pretty much since "the third place".

I'd like to see someone take a down to earth approach to this brand.

A good thought with subtle art direction could freshen it up a bit.

All these odd ads and uncomfortable visuals don't do it for me, but I'm fresh out of awards to hand out so that's maybe why.


Doin' it for the points

Guest's picture