Sony has launched its latest advertising campaign which ‘celebrates every detail’ of its X90C BRAVIA 4K Ultra HD TV. The ad aims to demonstrate the picture quality provided by the TV’s Processor X1, wrapped up in the thinnest model Sony produces at just 4.9mm thin.
The ad, made by Californian based director Ben Tricklebank, together with production company Soup and ad agency DDB Germany, is made up of a combination of different shooting methods and angles, and sets out to capture people’s view of the fireworks going off around the city’s streets, watching the magic of the night-time sparkling sky lighting up from different locations, culminating on a rooftop, where viewers get a close-up of the beautiful patterns over the high rise skyline, Sony explains.
The ad uses innovative filming techniques such as drones to capture new angles, and provide a distinctive view, Sony adds. No special effects were used in the ad.
Director Ben Tricklebank commented: “The idea was to take a stunning but familiar image – in fireworks – and really show it in a completely different and an unexpected way. The new ad offers a glimpse from the sky, a close up of the beauty of a firework showering colour through a black night backdrop – truly harnessing and visualising the power of 4K.
“Using drones to capture part of the footage in the ad was a really innovative and different approach and one we felt gave viewers a completely different view.”
Sony Europe head of pan European brand activation Mikio Nakazawa added: “Sony is well known for its history of iconic ads, this time is no different. We wanted to create something where viewers can really feel the detail of 4K and be part of the action, even if that is up high, in the sky. This is a different but beautiful approach to the ads we’ve seen in days gone by.
“I hope that when people watch the new ad on our Sony 4K TVs they will be able to see for themselves the level of detail and contrast boosted by the powerful 4K Processor X1 combined with our exclusive Triluminos Display technology which brings lifelike vivid colour. The soundtrack, which has been re-recorded with a new stripped back composition for the ad, shows that Sony 4K is not just about the incredible picture quality but the sound quality too – the mesmerizing music truly captures the emotion of the moment.”
The campaign officially launches with the TV commercial which will first air in the UK on October 1 and runs until November 22. The campaign also encompasses digital media (live until the end of November), outdoor, cinema, VOD and print which will be running until the end of December.
