In 1994, Sony marketing reached out to the TBWA advertising firm to begin selling their Sony Playstation. It was a relationship that would last 13 years as they would be the main firm used for Sony's US and European branches. This partnership would lend to some interesting and creative ads in the Playstation era, but with the PS2′s debut, TBWA seemed to branch out more towards the outlandish.
They sold art to the general public disguised as advertisements. It would distinguish the brand, from just about anything.