Mountain (advertisement)
| Agency | TBWA London |
|---|---|
| Client | Sony Corporation |
| Running time | 60 seconds |
| Product | |
| Release date(s) | 30 November 2003 |
| Directed by | Frank Budgen |
| Music by | Shirley Temple ("De Gospel Train") |
| Production company |
Gorgeous Enterprises |
| Produced by | Paul Rothwell |
| Country | United Kingdom |
| Budget | £5m |
| Official website | http://www.playstation.com/ |
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.
The piece opens with a man perched on the edge of a skyscraper looking out over an urban landscape. Shirley Temple's "De Gospel Train" (from the film Dimples) begins to play, and the view switches to show a crowd running through the streets, towards a heaving pile of people which forms a ramp up the side of a building. Everyone clambers over each other in an attempt to reach the top of the slope where, after a brief celebration, each is thrown back down by the others so a new person can take the top spot. The camera zooms out to a wide shot of the "mountain", and the campaign's strapline "Fun Anyone?" appears, followed by "PlayStation 2: Play the world online".
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