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PlayStation Draws On Bromance, Star Wars Hype
By: Dwayne W. Waite Jr.
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The Star Wars movie with a Disney twist is a mere year away, and some brands have already begun to use top-of-mind leverage in order to boost holiday sales and new releases. This is nothing new; when it was announced years earlier that LucasFilms was going to do that second wave of Stars Wars, the prequels, there were many products, services, and re-releases to cash in on the announcement.

PlayStation, with the help of BBH NY, continues its "Greatness Awaits" campaign with a spot dedicated to guys and their love of a fantasy world. The spot shows a guy trapped in his boring work life. A childhood action figure launches him into reminiscing about his adventures around Star Wars with his best childhood friend. Watch the spot below to see what happens next.

It's very lighthearted, and once you saw the office space rumbling, you probably assumed what it was going to be about and who was going to be in it. Reading the comments, you see that people totally over-analyze what PlayStation and BBH NY wanted you to see. They are attempting to get the attention of those guys who were so immersed in Star Wars culture. Now PS4 has the game and gaming console for them to get that experience back. This time, you don't need to dress up to do it.

We don't understand why people hate; a spot like this is just like sports fans being picked out of the crowd by their favorite athlete, or a fan being called up to walk the red carpet with their favorite movie star. 

The geek is strong in all of us, just in different ways.

According to PlayStation's YouTube channel, this spot is the official launch of its holiday campaign. The Stars Wars Battlefront game can now be pre-ordered, with physical availability starting November 17, about a week before Thanksgiving.

PlayStation created a nice spot, and we will be interested to see how other brands start their holiday campaigns.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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