Recently, acclaimed director David Fincher, known for his works like Fight Club and The Social Network, released a rather unusual commercial for Xbox. This unexpected ad felt reminiscent of the quirky marketing strategies showcased by Xbox and PlayStation during the early 2000s, a time when both companies seemingly competed to perplex their audiences with bizarre content. Interestingly, the late David Lynch, an icon in avant-garde cinema, crafted an even stranger advertisement for PlayStation 2—part of the “Third Place”campaign—that remains one of the most bizarre commercials for a major gaming console.
David Lynch’s PlayStation 2 Ad Features A Random Duck & A Deeper Message
Lynch’s works are often steeped in abstract meanings and surreal details, a characteristic prominently displayed in his Welcome to the Third Place ad for PlayStation 2. This black-and-white commercial was centered around the idea of a “Third Place,”a term typically associated with public spaces like cafes or bars, where individuals gather to socialize. Notably, this concept hadn’t yet been translated into the realm of social media or online interaction, making the ad ahead of its time.
Despite being misnamed as “space”in the footage, the ad truly conveys the message “Welcome to the third place.“The idea back in the early 2000s revolved around a space outside of one’s home (the “First Place”) or workplace (the “Second Place”), fostering social connections and leisure activities. According to a marketing manager quoted in a 2001 issue of the official UK PlayStation 2 magazine, this Third Place allows players to curate their own experiences and environments.
Lynch’s unique style was a deliberate choice for this campaign, aimed at producing something entirely unprecedented in advertisement. The outcome was nothing short of astonishing, featuring bizarre elements including a business duck, a disembodied head, and even a mummy. This peculiar combination underscores the concept that the rules of this space differ significantly from conventional norms, captivating audiences’ attention while inviting endless interpretation.
David Fincher’s “Wake Up”Xbox Ad Isn’t So Weird In Hindsight
It’s No Mystery Why Big Directors Create Console Adverts
Fincher’s recent Xbox ad, titled “Wake Up,”features a character named Horatio, a rat caught in the monotony of daily life. The narrative takes a turn when Horatio powers up his Xbox, symbolically waking up “the human inside.”This advertisement conveys a message akin to Lynch’s earlier work for PlayStation, albeit without an identifiable connection to it.
It’s no surprise that major directors engage in creating these unconventional commercials—financial incentives play a significant role. This trend of enlisting prominent directors remains effective, drawing viewers much as it did two decades ago. The quirkier the ad, the better its likelihood to capture the interest of consumers, suggesting we may see a resurgence of unconventional advertising strategies in the future.
While Lynch’s Welcome to the Third Place ad found its place in the history of marketing for its oddity, it stands among many other peculiar commercials. As industry trends evolve, the potential for creating increasingly bizarre advertisements continues to loom in the future for console brands like Xbox and PlayStation.
Sources: PlayStation Magazine/Internet Archive, YouTube (PlayStation Europe, PlayStationGeneration.it, Xbox)