Mountain

The 3D catalogue: film cases on wooden shelves, with the cat sitting at the counter next to its greeting.

The catalogue in 3D

The film shelves have a room of their own that you can walk around in. The cat behind the counter is the AI Catbot, and they pick real films from the same catalogue when you tell them what you feel like watching. Nothing is for sale, here or in there. Go in from here and this film is already out on the counter, with more like it waiting on the shelf next to it.

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How it feels

This is a 60-second television commercial for the PlayStation 2. It shows a crowd of people in Brazil piling on top of each other to form a mountain of human bodies, all struggling to reach the top.

energeticcrowdeddeterminedfast-pacedcompetitivevisual spectacleepic

What happens

Mountain is a 2003 television and cinema advertisement launched by Sony Corporation to promote the PlayStation 2 video game console. The budget for production and advertising space purchases for the 60-second piece amounted to £5m across all markets. The commercial depicts a Brazilian crowd congregating to form a mountain of human bodies, all competing to reach the top of the pile. The campaign surrounding Mountain was handled by advertising agency TBWA London. The commercial was directed by Frank Budgen. Production was contracted to Gorgeous Enterprises, with post-production by The Mill. Mountain premiered in 30 countries on 13 November 2003. Mountain is part of the larger "Fun, Anyone?" series, launched earlier in 2003, which aimed to increase market share for the PlayStation 2 in the family demographic. The advertisement and its associated campaign were a critical and financial success. Mountain was nominated for over 40 awards from professional organisations in the advertising and television industries, including the Film Grand Prix at the Cannes Lions International Advertising Festival, considered the most prestigious award in the advertising community. Due in large part to the buzz generated by Mountain, sales for the 2003 Christmas period exceeded expectations, and the PlayStation 2's share of the console market increased from 74 to 77 percent. (from Wikipedia, CC BY-SA)

More like this

This page is from Underplayed Gems. Not quite it? You can browse by genre, country and year, or take this one into the 3D catalogue and ask the Catbot for something closer.