Every so often I check out adsoftheworld.com -
My favourite site to view ads of all medias from around the globe.
Most recently, I stumbled upon Sony's new commerical promoting their Blu Ray technology.
In the past, we have seen Sony take tremendous risk at creating ads that appeal to aspects of the human senses such as their previous Color Like No Other campaign. A first commerical portrayed thousands of brightly colored balls that were launched down San Francisco sidestreets.
Or you may have seen their commercial where dynamite was used to explode bursts of color from a European apartment building many feet into the air, accompanied by an energetic classic piece.
Some, if not all of you, probably remember one of the two. If not- look it up. It's worth the 2 minutes of your time.
This new ad for Sony Blu-Ray tech, is a tremendous extension of the Sony image claiming to have achieved Color Like No Other branching to encompass something greater.
At a budget of $100 Million, on location in Hungary, the commerical is shot in the complete dark, with no natural sunlight, only using blue lasers encompassing scenes of drums, cymbals, wolves, gladiators, etc.
Sony has perfected the art of sound with visual stimualtion as with each raindrop that hits each symbol a sound like no other is unleashed. The art direction heavy piece accompanied by the intriguing piano based music selection, lends a feeling to the consumer that Sony is not interested in the gimmicks but rather the experience - the true beauty and essence of picture and sound, coming together to deliver the ultimate viewing experience, delivering the image that Sony is indeed Entertainment Like No Other.
Watch the commercial & judge for yourself.
Do you think Sony has been successful in attaining the brand image of delivering Entertainment Like No Other?
Sony: Entertainment Like No Other
2 comments:
This is definitely a step forward for Sony from their previous Bravia, I appreciated their choice of long-format, hopefully they will continue to give curious viewers an inside look at the production of this ad as well. Stunning visuals and sound, and using popular movie cliches works for me, the car chase, the battle scene, thats what people are purchasing HD televisions and ultimately getting BluRay for. 100 million sounds like a lot for one ad though, I guess thats what you pay for when you realize that CG can't always deliver the same experience.
From my understanding, Blue Ray technology allows for more storage of data than a DVD disc. With that in mind, I find the ad to be somewhat successful through the sheer volume of subjects depicted:a bunch of drum kits; a bunch of cars; a bunch of soldiers; a bunch of cops.
However, I believe Sony is also pushing the whole 'high definition' angle with Blue Ray and I'm not getting a high definition feel from the ad. There is little suggestion of a sharper image, little suggestion of increased colour or sound quality. The dark atmosphere interspersed with flickering blue light is somewhat at odds with that message.
I think this is a step back from Sony's previous Bravia ads. The Bravia ads demanded attention, spoke directly to the idea of colour, and inspired much conversation. I don't the believe the Blue Ray ads will achieve any of this.
Aside from the dropping of many cars onto many drum kits, the ad is rather boring.
entertainment like.no.other.
Hardly.
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