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Sony PlayStation “Michael” 2012

Sony PlayStation “Michael” (2012) is a Sony PlayStation commercial directed by Simon McQuoid for Deutsch, produced by Imperial Woodpecker. It won 4 awards, including Clio 2012 Bronze — Film / Television/Cinema, AICP 2012 Honoree Musical Arrangement and AICP Show 2012 Honoree Copywriting.

A soldier, Michael, is celebrated by various video game characters and real-life figures for his heroic actions, culminating in a tribute to the player behind the screen.

Video: PlayStation España on YouTube

Shot by shot

  1. Two men in military-style uniforms walk through a dark, gritty corridor, looking over their shoulders at a mysterious figure in the background.© Sony PlayStation0:41
  2. A pale man with blonde hair and a vest holds a small object in a rustic kitchen, looking directly at the camera.© Sony PlayStation0:45
  3. A rugged man with a scarf and bandolier looks intently to the side, surrounded by other men in a dimly lit, rustic interior.© Sony PlayStation1:42
  4. A person's hand holds up a framed photo of a young man with short brown hair, wearing a maroon shirt, holding a PlayStation controller, and smiling slightly.© Sony PlayStation1:58

Stills © Sony PlayStation. Made by Deutsch, Imperial Woodpecker and Simon McQuoid.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Real-life gamers are the true heroes of the PlayStation universe.

Tagline: “LONG LIVE PLAY.”

hero's journeycrossover characterstribute to the playerfound familyepic scalecall to adventure

The cut

Length
128 s
Shots
63
Average shot
2.0 s

What creatives use Sony PlayStation “Michael” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Sony PlayStation “Michael”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    Two men in military-style uniforms walk through a dark, gritty corridor, looking over their shoulders at a mysterious figure in the background.© Sony PlayStationA pale man with blonde hair and a vest holds a small object in a rustic kitchen, looking directly at the camera.© Sony PlayStationA rugged man with a scarf and bandolier looks intently to the side, surrounded by other men in a dimly lit, rustic interior.© Sony PlayStationA person's hand holds up a framed photo of a young man with short brown hair, wearing a maroon shirt, holding a PlayStation controller, and smiling slightly.© Sony PlayStation
    Frames from Sony PlayStation “Michael”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Sony PlayStation “Michael” in order, with its length, framing and what happens in it.

    Two men in military-style uniforms walk through a dark, gritty corridor, looking over their shoulders at a mysterious figure in the background.© Sony PlayStationA pale man with blonde hair and a vest holds a small object in a rustic kitchen, looking directly at the camera.© Sony PlayStationA rugged man with a scarf and bandolier looks intently to the side, surrounded by other men in a dimly lit, rustic interior.© Sony PlayStationA person's hand holds up a framed photo of a young man with short brown hair, wearing a maroon shirt, holding a PlayStation controller, and smiling slightly.© Sony PlayStation
    Length: 128 s · Shots: 63 · Average shot: 2.0 s

  3. 03Ad ideas: every spot built on a hero's journey

    Before you present an idea, you need to know who has done it, and how.

    Sony PlayStation “Michael” is built on a hero's journey. Search the library by idea to see every spot that uses it.

    Aldi “Kevin the Carrot”© AldiChannel 4 “Meet the Superhumans”© Channel 4Philips Cinema TV “The Gift”© Philips Cinema TVEvian “Waterboy”© Evian
    Aldi · Channel 4 · Philips Cinema TV · Evian

More commercials by Simon McQuoid

  • Microsoft Xbox "Hunted" (2008) commercial still© Microsoft XboxMicrosoft Xbox “Hunted” 2008Dir. Simon McQuoid · McCann Worldgroup/T.A.G.Clio Awards Grand Prix 2008
  • Smithwick's Ale "Thirsty Squirrel" (2013) commercial still© Smithwick's AleSmithwick's Ale “Thirsty Squirrel” 2013Dir. Simon McQuoid · adam&eve\TBWAEurobest Bronze 2013
  • Electronic Arts "Battlefield 6" (2025) commercial still© Electronic ArtsElectronic Arts “Battlefield 6” 2025Dir. Simon McQuoid · Mother New York
  • Telstra "Telstra - Speed" (2024) commercial still© TelstraTelstra “Telstra - Speed” 2024Dir. Simon McQuoid · Droga5 Anz, Part of Accenture Song
  • Westpac "Night Time Economy" (2023) commercial still© WestpacWestpac “Night Time Economy” 2023Dir. Simon McQuoid · DDB
  • OAK "Are You Stupid" (2023) commercial still© OAKOAK “Are You Stupid” 2023Dir. Simon McQuoid · Droga5 Anz, Part of Accenture Song

More from Deutsch

Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • Burger King "As Good as the Original" (2023) commercial still© Burger KingBurger King “As Good as the Original” 2023Dubai Lynx Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023

Questions

Who directed the Sony PlayStation “Michael” commercial?

Simon McQuoid directed it, produced by Imperial Woodpecker, for the agency Deutsch.

Which agency made Sony PlayStation “Michael”?

Deutsch created it for Sony PlayStation (2012).

What awards did Sony PlayStation “Michael” win?

4 awards, including Clio 2012 Bronze — Film / Television/Cinema, AICP 2012 Honoree Musical Arrangement, AICP Show 2012 Honoree Copywriting and AICP Show 2012 Honoree Direction.

What is the tagline of Sony PlayStation “Michael”?

“LONG LIVE PLAY.”

Sources for the credits and awards

aicpawards.comclios.com