PlayStation bets big on 'It Happens on PS5' — and courts a fan backlash
- 5 days ago
- 3 min read
Updated: 4 days ago
PlayStation has launched 'It Happens on PS5', a global brand campaign via adam&eve/TBWA built around its biggest upcoming games — and its hero film drew an immediate fan backlash, a reminder that owned moments now come with an unowned comments section.
What PlayStation launched
Sony Interactive Entertainment unveiled 'It Happens on PS5', a 360-degree global brand push created by adam&eve/TBWA and its biggest PlayStation campaign in years. The hero film, directed by Felix Brady through Stink Films, features NBA star Giannis Antetokounmpo and a jet-ski chase, teasing blockbusters including Grand Theft Auto VI, Marvel's Wolverine, 007 First Light and God of War.
It spans social, digital, out-of-home, creator partnerships and immersive activations, overseen by SIE marketing SVP Mary Yee, and first aired on 17 August.
Why the work matters
This is a marquee global creative account handled by one of the UK's most celebrated agencies — a statement of intent to build the PS5 brand around emotional gaming moments rather than hardware specs.
Leaning on a stellar games line-up is smart: PlayStation's strongest marketing asset is anticipation, and tying the console to the titles people are desperate to play converts excitement about games into desire for the platform.
The backlash is the modern reality
The launch drew immediate online mockery, with fans jabbing at the disc-less console ('discs used to happen on PS5'). It's a reminder that in 2026, no brand controls the narrative once a campaign lands.
That isn't necessarily a failure. A campaign that provokes conversation — even critical conversation — still drives reach and salience. The risk is only when the criticism hits a genuine product grievance the brand keeps ignoring.
Our read for marketers
The lesson is to plan for the comments section as part of the campaign, not an afterthought. Anticipate the obvious gripes, decide in advance what you'll engage with and what you'll let ride, and don't mistake noise for failure.
And remember what PlayStation gets right: in an anticipation-driven category, borrow the excitement your audience already feels. The best brand campaigns amplify existing desire rather than trying to manufacture it.
Quick FAQ
What is PlayStation's 'It Happens on PS5' campaign?
A global brand campaign by agency adam&eve/TBWA, launched 17 August 2026, built around PS5's biggest upcoming games including GTA VI, Marvel's Wolverine and God of War, running across social, digital, OOH, creators and activations.
Who made the PlayStation campaign?
adam&eve/TBWA, with the hero film directed by Felix Brady through Stink Films and featuring Giannis Antetokounmpo. It was overseen by SIE marketing SVP Mary Yee.
Why did the campaign face a backlash?
Fans mocked the disc-less console online ('discs used to happen on PS5'). It's a reminder that brands no longer control the narrative once a campaign lands — though conversation, even critical, still drives reach.
— Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
Plan for the comments section as part of the campaign — anticipate the obvious gripes, and don't mistake conversation for failure.
When your next campaign lands, do you have a plan for the reaction — or just for the launch?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Creative Salon, Campaign, PlayStation Blog, TechRadar.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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