By Matthew Henry
SYDNEY: Sony will begin airing the follow-up to its Bravia ‘Balls’ TV commercial tomorrow with another multi-million dollar exhibition of urban performance art featuring 70,000 litres of paint exploding through apartment blocks in the Scottish city of Glasgow.
Dubbed ‘Paint’, the new commercial will be the centrepiece of Sony’s Bravia advertising campaign this summer, and will be broadcast in 30-second and 60-second executions nationally from tomorrow through to January.
The Paint commercial features a carefully choreographed series of paint explosions that transform the drab Glasgow architecture.
As with the original Bravia TVC released late last year and aired throughout 2006, which featured a barrage of over 250,000 bouncy balls careering through the streets of San Francisco, Sony’s message showcases the superior colour of its new range of Bravia LCD TVs.
“With the launch of this campaign, just like the Bravia TVs themselves, we’ve taken our colour to a new level, delivering Full-On, Full-HD experiences to our customers,” said Sony Australia corporate marketing communications manager, Tim Rich.
“By moving outside the usual constraints of advertising space – both on and offline – we are reiterating Sony’s commitment to pushing the boundaries and delivering superior quality. Moving away from the straightforward product advertising, this stunning campaign will capture the imagination of consumers and help them understand the benefits of our Bravia range,” Rich said.
The commercial will be screened nationally across the three commercial networks and Pay TV, and will be supported by in-store retail promotion across 1300 shopfronts and the Full On, Full HD microsite (www.sony.com.au/bravia) which is now live.
A 70-second version of the commercial can be viewed at Sony’s Bravia Advert website (http://www.bravia-advert.com/).
According to Sony, paint was filmed over 10 days in July and required a film crew of 250 people.
70,000 litres of water-based paint was delivered by one-tonne trucks and mixed by 20 people on-site, and it took five days and 60 people to clean up the film set.