My Most Immortal Ad: Mark Tutssel
In the run-up to this year’s Immortal Awards, our jurors will each select an ad that they believe deserves the title of Immortal. Mark Tutssel, The Immortal Awards juror and former executive chairman and global chief creative officer of Leo Burnett, kicks off the series by dipping into the archives and unearthing this classic PlayStation spot…
Sony PlayStation ‘Double Life’ (TBWA London, 1999)
Says Tutssel: “This incredible spot romanticised video gaming and deftly captured its essence – the personality transformation and the fantasy of gaming worlds. It got to the heart of what gaming is all about. The signature line ‘I have commanded armies and conquered worlds,’ wove itself into the vernacular.
“This ad dared to be different, the storytelling and reflection on escapism is outstanding, it’s timelessly relevant, and entered the realm of pop culture.”Over the years this spot has spawned a genre of its own, but ‘Double Life’ remains unrivalled.”
Mark Tutssel will be judging this year’s Immortal Awards. Entries are now open to all Little Black Book members, so head over to the submissions page to submit your best work. If you aren’t a member of Little Black Book yet, contact Lynchy at michael@campaignbrief.com.
5 Comments
This will always be one.
Double life is an OK insight for a gaming console, however I used to wonder what all the fuss was about at the time.
But really, The Greatest Ad Of All Time???
I’d rate it as a fair morning’s work.
Fortunately, I never worked at Leo Burnett.
It’s really up there. You have to remember how gaming, and gamers, were viewed by the majority of the public.
To me it’s not so much about romanticism, but way it heroes and showcases reality – that gamers are actually regular people, was not only exceptionally spot on from a brand and product point of view, but helped to itself fundamentally change the way people looked at gaming.
As a teenage gamer, the first time I saw it, I felt that for the first time, someone had actually nailed what gaming is and means, after a decade of ‘attitude’ and supposedly ‘cool teens’ in marketing, this was real insight and understanding reflected perfectly.
We can argue creativity forever, but in terms of impact as part of the target audience, few ads have ever felt this right.
good to have final confirmation that literally no one should pay attention to anything you say.
@old CD Guy.
Try to have your own opinions. Don’t just go with the pack. Just because they say it’s good…