Sony Doubles Down on Weird PS5 Ads with Real-Life ‘It Happens on PS5’ Stunts

Sony has a history of unforgettable—and often bizarre—PlayStation marketing campaigns. From the uncanny Baby PlayStation PS3 ads to the cinematic Greatness Awaits PS4 spots, the company knows how to grab attention. Now, its latest campaign, It Happens on PS5, takes the weirdness to the next level by bringing surreal gaming moments to real-life locations.

What Is Sony’s ‘It Happens on PS5’ Campaign?

The It Happens on PS5 campaign showcases over-the-top, hyper-stylized scenarios that Sony claims can only happen on the PlayStation 5. Think gamers transforming into their avatars, gravity-defying action, and impossible in-game interactions—all with Sony’s signature cinematic polish.

But the big twist? Instead of limiting these ads to commercials or YouTube, Sony is placing them in the real world. Using augmented reality (AR), projection mapping, and live actors, the company is turning city streets into stages for surreal PlayStation moments.

Real-World PS5 Moments: AR Stunts Hit Major Cities

Sony has already rolled out jaw-dropping activations in cities like Tokyo and London:

• Tokyo: A towering God of War Kratos appeared to smash a car (digitally) before disappearing.
• London: Commuters at Waterloo Station encountered a Ratchet & Clank portal, seemingly transporting them to another dimension.

These stunts are designed for maximum shareability, ensuring the campaign goes viral beyond the physical locations.

Why Is Sony Using This Marketing Strategy?

Sony’s goal is clear: position the PS5 as more than a console—it’s a gateway to the impossible. By blending gaming with real-world spectacles, Sony reinforces the PS5’s cutting-edge capabilities.

The strategy also tackles ad fatigue. With viewers skipping commercials and ignoring pre-roll ads, experiential marketing forces engagement. After all, would you walk past a 20-foot Astro Bot tearing up the sidewalk without recording it?

Fan Reactions: Love It or Hate It?

Responses are split:

• Fans of the weirdness praise Sony for keeping PlayStation ads fresh and unpredictable.
• Critics call it gimmicky, arguing the budget could’ve gone toward PS5 restocks (a dig at scalpers).

Either way, Sony is dominating conversations—exactly what it wants as the PS5’s lifecycle progresses.

What’s Next for PlayStation Marketing?

If past campaigns are any indication, Sony is just getting started. The PS3 era had Michael, the unsettling CG spokesman; the PS4 introduced Kevin Butler, a meme-worthy fictional exec.

With the PS5, expect even more surrealism, spectacle, and maybe controversy. If you’re in a major city soon, stay alert—you might spot a Gran Turismo car bursting through a wall.

Would you stop for a real-life PS5 stunt, or is this marketing too over-the-top? Let us know!