Agency Network: 
June 2008
PlayStation:  Matrjoska
PlayStation Print Ad -  Matrjoska


Print advertisement created by TBWA, Spain for PlayStation, within the category: Gaming.

Advertising Agency: TBWA, Madrid, Spain
Creative Directors: Juan Sánchez, Guillermo Ginés, Montse Pastor
Art Director: Fran López
Copywriter: Peru Saiz
Illustrator / Photographer: Gonzalo Puertas
Log in to post comments

Highest Rated

nemesis's picture

I think Playstation ads make no sense anymore. They only focus on being bizarre, but I don't see a real message in them.

Activity Score 767
Creative Director
teenquey's picture

meaning? can somebody please explain?

Activity Score 290
regrat's picture

there is a skinny woman in every fat man.

I would never promote Coca Cola.

Activity Score 304
Creative Director
ivan's picture

Coke is a great brand. What's wrong with it?

Creative Director at Ads of the World
talkingisfree's picture

It's something that tries to be like the Playstation ads of 3/4 years ago but it's just no sense very bad executed. I don't like it.

Activity Score 2712
Art Director
Grrrr's picture

Idea's nice... for Russian public. Looks like a rough photoshop sketch, not final thing, though.

Activity Score 1961
parashute's picture

what do you mean `for Russian public` : ))) matryoshca is a cliche that actually works only for foreigners : ) not for Russians it`s something like showing a bear to comunicate Russia : )))

idea is not so good as other playstation `there`s someone another inside you` stuff. retouch is poor too.

Activity Score 43
mmackinven's picture

Russian dolls spring to mind

Activity Score 1606
Art Director at Freelance |

Cedars's picture


Activity Score 77
Administrative at |

Advertising in Siberia via

Shady Ali's picture

Don't understand this 1

Shady Ali
Activity Score 26
Art Director at Media Partners Advertising |

Shady Ali

sneakyhands's picture

nipples sell games. if you make the nipples confusing then people will think they're dumb for not getting it. this sucks yak schlong.

Activity Score 1857
Mandark's picture

if you're a fat man feeling like a skiny girl inside, buy PS3? isn't this matrioshka thing been used and over abused?

Activity Score 403
copywriter |

"U think it's perfect?! Press delete and start again!"

campass's picture
Activity Score 120
Carlos Garcia's picture

It hurts my eyes and insults my brain.

Carlos Garcia
Activity Score 847
Copywriter at Zwela |


Cris's picture


Activity Score 47
Art Director at art director
nemesis's picture

I think Playstation ads make no sense anymore. They only focus on being bizarre, but I don't see a real message in them.

Activity Score 767
Creative Director
Wordnerd's picture

make it always the same guy and put a wii fit logo on it. then i would get it ;)

Activity Score 6690
nicoB's picture

This is amazing, do you guys seriously not understand this ??? its the same idea as nearly all the PS ads. "Become someone else".
Here they say that you can easely change personality.

I like it (but i think the sad day has come: this is less original now)

Activity Score 129
Wordnerd's picture

i don't know games where you play fat, normal guys

Activity Score 6690
Guest commenter's picture

easily change personality? but y do u have to go through 3 morphs to change? that's not easy. i really don't get this ad.

Guest commenter
list's picture
Activity Score 8
NatalieM's picture

I've looked and thought, and no, I do not get it.

Activity Score 1685
Topolewski |


Whitefang's picture

Natalie dear, that does not surprise me.

Activity Score 509
whitespace's picture

the fattest guy ate the fatter guy who ate the fat guy who ate the hot chick with pointy nipples.


Activity Score 1953
Creative Director
Guest commenter's picture

lol, that pointy nipples grabbed my attention too. i think the fattest guy should be farther since he was the first one to be detached from his feet. what do you think?

Guest commenter
dthlb72's picture

in gaming world, you beat up anyone including your ugly self...

Activity Score 545
Art Director, ADK Malaysia
Jon-Paul Mountford's picture
Jon-Paul Mountford
Activity Score 890
Photographer |

theanc's picture

It's an alien! Don't you see the Nevada-desert-like landscape?


Activity Score 2784
Art Director at Grey Brazil |

strangera's picture

Another "GREAT" PS3 ad! Pointless as aways. :(

Activity Score 110
Slashweasel's picture

waste of budget

Activity Score 104
dlusion's picture

They're going after that illogical and random imagery, but still conveying the various personalities you can become when playing video games. It goes along with PS3 has been doing since the beginning but this one isn't as strong as the others, that's for sure.

Activity Score 55
Art Director at Humber College - BA in Creative Advertising, 4th Year. |


strangera's picture

And how we are supposed to get this message :D
I am a gamer, and this image don't speak to me at all :) Or i need to be a genius in order to by PS3 :)

Activity Score 110
wert's picture

someone to explain this!!!!!!!!!!!

Activity Score 77
akcelerator's picture

...its best to keep people absolutely clueless about the point..

Activity Score 6
wert's picture

so the real person in this ad is the girl and the others are "the various personalities"....if this is all about it, maybe I get the idea here.

Activity Score 77
plamenogn's picture

only people in East Europe can understand this. :) Matrioshka is a Russian toy from the past.
look at here ->
Nowadays there are also such toys, but more actual - with Bush, Osama Bin Laden, Putin etc.

I suppose that PS Brand team wanted this ad for the East European market.
No matter this - PS ads are disgusting in most cases. Like they are not for children but for zombies. ;)

Activity Score 59
Ogilvy & Mather
Ramikan's picture

PS3 Slim coming!

Ramikan's picture

PS3 SLIM is coming!

replicante7's picture

I have just wrote a comment about this print in a Spanish blog. Here it is (by copy and paste):

Mi análisis:

Creo que el entorno es muy importante en el mensaje. Sugiere la frontera USA-Mexico y trae a la mente a los espaldas mojadas y a la emigración hispana en Estados Unidos. Induce a pensar que uno de los targets es la nueva generación norteamericana de origen hispano.

Esto respecto al mercado estadounidense, en particular y, extrapolándolo a otros mercados, se dirige a las nuevas generaciones en general por el mensaje de "rompimiento" con el mundo del "pater familia".

Las figuras rotas (y huecas) por sus características son de origen hispano. Probablemente representan tres generaciones de hombres: el abuelo, el padre y el hermano mayor de la joven. Los tres son hombres con vestuario masculino más bien conservador. Sus figuras están huecas, vacías.

De ellas surge la nueva generación (PSP3) representada por una criatura femenina pero con cierto aire andrógino: pechos pequeños, caderas estrechas, óvalo facial femenino y labios carnosos pero con mentón hendido y prominente, pelo recogido. Su vestuario es sencillo y actual, con aire minimalista en contraposición con el vestuario de los hombres.

Es interesante.

Guest's picture

I think this is taking it too far

imdikhan's picture

This idea mean a certain thing
that the play station I the thick form was the first intruduced in the market. then the 2nd derived from the first with more functions and less size (meant the son of te first),
an then the grand daauhter camo into bieng with a trim shap
and never the less more funtions till to the time it is being created.

Activity Score 2
abc graphics
Guest's picture

The idea is U can play many role.
For all PS ads.

halfstring's picture

Or it can mean: break out of your shell. Kinda spooky.

Activity Score 288
Graphic Designer
Guest's picture

PS3, it's not just for fat men anymore? Even hot girls play it?
I still dunno what it means.

Guest's picture

urh. maybe its a ad for PS3 slim? like, the consoles get thinner and the games get hotter?

fouadwehbi's picture

can i purchase the following ad

Activity Score 2
Featured Content

Latest Collections