When it launched alongside Sony’s first handheld game system in December 2004, Ridge Racer for PSP was a game out of its time. It was Namco’s attempt to recreate the technological leap that the series had signalled a decade earlier on the original PlayStation. It was also the Japanese development team’s chance to push against the current in the globalised racing market and reclaim its relevance. And it was a proposal that simple, neatly executed ideas were the ones that would work best on Sony’s powerful handheld.
And even though marketers are responsible for many of us buying piles of tat we don’t need, interest in television shows such as drama series Mad Men or a magazine documentary such as Channel 4’s Top 100 TV Adverts (2003) shows you don’t have to be a fresh-faced marketing wannabe to be interested in the advertising that populates our world or the creativity that’s gone into making them.