Sony Computer Entertainment America launches first creative in fall television advertising campaign; Crash Bandicoot to be first in steady blitz of commercials for "AAA" PlayStation titles

Business Wire, August 28, 1996

FOSTER CITY, Calif.--(BUSINESS WIRE)--Aug. 28, 1996--Sony Computer Entertainment America announced that it will launch the first in a steady stream of "next generation" television commercials Wednesday.

The inaugural campaign directed by the company's new marketing management highlights its premiere platform-based 3D video game, Crash Bandicoot, for the PlayStation game console.

In promoting the original character-based action game -- developed by Naughty Dog Inc. for Universal Interactive Studios Inc. -- Andrew House, vice president, marketing, Sony Computer Entertainment America, assigned Chiat/Day Advertising with the task of capturing the game's essence in a highly impactful campaign.

According to House, platform games, e.g., Mario Bros., have typically been seen as somewhat young and childish. Therefore he wanted the advertisements to illustrate that the Crash Bandicoot game skews to a more diverse demographic than other platform titles.

"There will inevitably be comparisons to other `mascots,'" said House. "Instead of focusing on the competitors' games we decided to have some fun and communicate Crash's cocky, confident nature in a non-traditional video-game campaign."

SCEA will be supporting the Crash Bandicoot television launch with a multi-million dollar ad schedule. There are three commercials in the flight; two 15-second teases -- "Diner" and "Driving" -- and a 30-second spot, "Crash Goes to Seattle." All are scheduled to air on network, syndication and cable.

Crash Bandicoot was created and developed for Universal Interactive Studios Inc. (UIS) by Naughty Dog, an independent development company working at the UIS headquarters on the Universal Studios lot in Universal City, Calif.

Universal Interactive Studios is a subsidiary of MCA Inc., a unit of The Seagram Co. Ltd., a global beverage and entertainment/communications company. UIS develops and publishes videogame software for a variety of platforms based both on original concepts and MCA-owned motion picture and television properties.

Sony Computer Entertainment America, a division of Sony Interactive Entertainment Inc., is based in Foster City. The company markets the PlayStation game console for distribution in North America, publishes software for the PlayStation game console for the North American market, and manages the U.S. third party licensing program. Sony Interactive Entertainment Inc. is a subsidiary of Sony Corp. of America.

Editor's Note: For a copy reel of the commercials or color slides, please contact Molly Smith, 415/655-6044.

CONTACT: Sony Computer Entertainment America

Molly Smith, 415/655-8000

or

Warren Cowan & Associates for TBWA Chiat/Day

Annabelle Stevens, 310/275-0777