Sony smashing mirrors in new TV ad campaign for Alpha mirrorless range

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This author is on Twitter: @Patrickavenell

“RELEASE ME…” is the cry heard in the Namibia desert as the clearly unsuperstitious Sony smashes a mirror to highlight the smaller form factor and lighter body of its new Alpha (α) mirrorless camera range.

Although filmed in southern Africa, The new TVC is the first to be locally produced by the Sony Australia team and this speaks to the commitment the Japanese brand has to the digital imaging market. The ad will be running on Channels Seven and Ten, as well as multichannel Eleven, starting Saturday 9 May 2015. The TV ad is also being housed on a microsite called Move to Mirrorless, which hosts tutorials and literature to help customers understand the benefits of mirrorless photography.

The product focus of the campaign is Sony’s full frame mirrorless range (α7) and its superfast autofocus α6000 model.

Sony's α6000 mirrorless camera is promoted as having  "the world’s fastest autofocus in an interchangeable lens camera".

Sony’s α6000 mirrorless camera (RRP $1,199 for a single lens kit) is promoted as having
“the world’s fastest autofocus in an interchangeable lens camera”.

“We wanted to make a statement with this campaign, and end the misconception that large-format DSLR cameras are the only way to achieve high-end photographs,” said Sony ANZ head of marketing communications Sam Williams. “This is an exciting moment for us as we confidently embrace the future of photography and draw attention to Sony’s mirrorless technology. We look forward to seeing how consumers respond.”

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