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
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Spanky's picture

not much concept. but very cool visually.

Activity Score 4897
SandMan69's picture

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.


Activity Score 3890
Art Director |

Doin' it for the points

jonybeta's picture

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

Activity Score 364
Art Director at Leo Burnett |

Jonathan Betancur

misterpanda's picture

ups, crazy!

Activity Score 282
Art Director at BBDO
Zemane's picture

Very good.

Activity Score 284
Copywriter |

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

morenitadeacero's picture


Activity Score 4
art director
andrej dwin's picture

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!

andrej dwin
Activity Score 937
Copywriter at Publicis Austria |

AdArena: Sex Sells

Don Draper's picture

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.

Don Draper
Activity Score 144
Creative Director
rocketman's picture

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

Activity Score 385
Creative Director at jwt / glue
Davosk's picture

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.

Activity Score 4811
Art Director
Don Draper's picture

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".

Don Draper
Activity Score 144
Creative Director
rocketman's picture

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).

Activity Score 385
Creative Director at jwt / glue
Don Draper's picture

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.

Don Draper
Activity Score 144
Creative Director
rocketman's picture

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?

Activity Score 385
Creative Director at jwt / glue
Don Draper's picture


Don Draper
Activity Score 144
Creative Director
adrianapr's picture

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.

Activity Score 1254
Don Draper's picture

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.

Don Draper
Activity Score 144
Creative Director
elnietodeNicho's picture

try GTA instead...

Activity Score 361
Copywriter at euro rscg beker
Sally_Bison's picture

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


Activity Score 82
Freelance Art Director
cristo's picture

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

Activity Score 225
soulviamusic's picture

nice visual thought dot no concept dot poor photoshop dot

Activity Score 136
whynot's picture


Activity Score 17
viky's picture

visual is nice but concept?

Activity Score 358
Art Director at Art Director |

Flooded with art

JT2's picture

hey, bravo jostoen.... CRACKKKKKK vent !

Activity Score 58
Art Director
Davosk's picture

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

Activity Score 4811
Art Director
benjaminbrown's picture

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

Activity Score 439
Creative Director
nitin456's picture

Nice Visual

Activity Score 133
Art Director at Advertising Agency
ginfizz's picture

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

Activity Score 14
Agency Cowboy
arstewar's picture

damn, all this playstation stuff looks so cool

Activity Score 232
Art Director
Codetinho's picture

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

Activity Score 2
54NN's picture


Activity Score 115


musback's picture

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 @

Activity Score 355
Art Director |

_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ is looking for a job!

abdou's picture

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.

Activity Score 76
Market research
SandMan69's picture

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.


Activity Score 3890
Art Director |

Doin' it for the points

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