PlayStation launches much-hyped game The Last Of Us Part II with campaign starring Tash Sultana
Australian artist Tash Sultana has covered track ‘Through the Valley’ for the launch of PlayStation 4 game The Last of Us Part II.
The track was the focal point of the game’s reveal video that went viral back in 2016, performed by the lead character, Ellie.
Sultana’s version of the song will be made available on Spotify, iTunes and Apple Music from July 24.
Sultana said: “This is the first time I’ve done a collab like this. Usually it’s kinda just like writing sessions with other musos but this is for a game and it’s different as it’s not my usual style to venture into so I’m completely honoured to be asked to do something like this. The response from gamers has been incredible.”
The launch video was created by Poem, and has been released through PR and social media with 30 and 15-second cut-downs appearing on Seven and Ten’s BVOD platforms. Media has been executed by Mediacom.
Matt Holmes, executive creative director at Poem, explained the thinking behind the campaign.
“We’re passionate about earning attention for brands by creating ideas that earn a place in people’s lives, ideas that people will actually care about. The The Last of Us world is incredibly immersive and fans are genuinely emotionally invested in the characters and the story.
“We wanted to tap into that feeling and the crazy excitement for this sequel by using music as it’s a powerful emotional trigger and several tracks and guitar chords have become synonymous with the game. I couldn’t be prouder of the result. Tash did an incredible job in the recording and the final launch video is a cool collision of cultures that The Last of Us fans and music fans are loving.”
Patrick Lagana, director of marketing at Sony Interactive Entertainment Australia, said: “‘Through The Valley’ became a number one hit in several markets when featured in the 2016 reveal trailer for The Last of Us Part II, so we were super excited with the idea of recreating this with a phenomenal Aussie talent like Tash Sultana that truly creates a special Australian moment to mark the launch of one of our biggest titles for PS4.”
Mediacom group client director, Linda Hosamsooi, said she was excited by the partnership with PlayStation.
“One of the key triggers that influence our core audience in their decision journey is additional footage of new software titles. The Tash Sultana video is a great way for us to cater to this need, creating an extra layer of engagement in our video approach. Not only will this drive cut through in market but also creates another proof point to drive our players through the funnel. As PlayStation’s media partner, we are incredibly excited about this partnership as it will only benefit the launch of The Last of Us Part II,” Hosamsooi said.
The 2016 game reveal video can be viewed here:
The game’s launch faced a number of delays
Credits
Client: Sony PlayStation Australia
Product: PlayStation 4 exclusive, The Last of Us Part II
Brand partners: Sony Music Australia and Lemon Tree Music
Creative concept: Poem Studio
PR, Partnership, Influencer & Social Media: Poem
Production: Poem Studio
Videography and sound: Dara Munnis
Post-production: YeahSure
Media: Mediacom
