The powerful Playstation Ad “Double Life” released in 1999 by TBWA\London & has gone on to receive a cult status. When ‘Double Life’ released in 1999, it was widely proclaimed as the UK’s answer to Apple’s ‘Crazy Ones’.
The ad captivates us with its incredible narration and monologue of 19 eccentric individuals discussing their gaming experience with the console.
The Ad was conceived and written by copywriter James Sinclair & Directed by Frank Budgen.
Script of Double Life by James Sinclair
For years I’ve lived a double life.
In the day I do my job,
I ride the bus,
Roll up my sleeves with the hoi polloi.
But at night I live a life of exhilaration,
Of missed heartbeats and adrenaline,
And, if the truth be known,
A life of dubious virtue.
I won’t deny I’ve been engaged in violence,
Even indulged in it.
I have maimed and killed adversaries,
And not merely in self defence.
I have exhibited disregard for life,
And savoured every moment.
You may not think it to look at me,
But I have commanded armies,
And conquered worlds.
And though in achieving these things
I have set morality aside,
I have no regrets.
For though I’ve led a double life
At least I can say,
I have lived.
On 11 May 2007, the Double Life Ad was added to the Clio Hall of Fame. To be Featured in the Clio Hall of Fame the ad has to be extraordinary, different & timelessly relevant. Since 1960, merely 300 ads from around the world have made it to the Clio Hall of Fame.