Sony has recruited global hip-hop star Travis Scott as a ‘strategic creative partner’ ahead of the launch of the PlayStation 5.
With the new console set to go on sale in just a few weeks, PlayStation is ramping up its marketing efforts.
The latest ad, created by Adam&eveDDB, follows the same ‘Play Has No Limits’ theme as previous versions.
The major difference this time, however, is the voiceover which features Scott.
“For launch, our goal has always been to create a spot that feels epic and iconic; a spot that truly celebrates our desire to push the boundaries of what is possible and evokes the excitement that you will have through the unique experiences made possible with PlayStation 5,” said PlayStation about the new ad.
“The theme of the spot is centered around the idea of exploration. There is a desire in all of us to explore and discover new possibilities, whether it’s in gaming, or in our everyday lives. We all want to go to places we’ve never been, see what’s never been seen. We tell the story by paying homage to explorers of the past who stood on the threshold of the unknown and pushed past their limits to achieve the extraordinary.”
Scott’s voiceover cameo comes as the result of a “unique partnership” which has seen the gaming brand team up with the rapper.
“We heard Travis is a huge PlayStation fan, so we started a conversation with him that led to this unique partnership,” PlayStation said.
Scott also commented on the partnership: “I’m really looking forward to being able to showcase everything that Cactus Jack has worked on with Sony and the PlayStation team. Most importantly I’m excited to see how the PlayStation fans and family respond, and I look forward to running some games with everybody very soon!”
PlayStation perhaps took note of McDonald’s’ recent partnership with Scott on the ‘Travis Scott Meal’, which consists of a Quarter Pounder with cheese, bacon, and lettuce, a Sprite, and fries with BBQ sauce.
The limited-edition meal proved a marketing hit for the fast-food chain, with the meal selling out in some restaurants and reportedly helping boost quarterly sales for McDonald’s.
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