2001 · Electronics

PlayStation

(Sleepless Nights)²

TBWA Paris built the PlayStation 2 'Sleepless Nights' ad around a bloodshot eye whose burst capillaries resolve into the controller's triangle, circle, cross, and square, credited to art director Jorge Carreno and copywriter Eric Helias. The trick is the morph: the buttons are not pasted on but grown from the veins, so the symbol of fatigue and the symbol of the console become the same image. It reframes lost sleep as proof the games are too absorbing to put down.

Category

Electronics

Decade

2000s

Period

PlayStation 2 launch

Origin

Sony PlayStation 2 launch print advertisement

Format

Vertical print