Brands - Sony puts focus on Bravia features in new campaign

Sony is to take a more direct approach to highlighting the features of its Bravia TV range in its marketing.

A global TV ad campaign, by Grey London, will take viewers through the story of internet and TV convergence using the strapline ‘Television redefined’.
The campaign, narrated by actor Christian Slater with music by UK dance act Magnetic Man, was due to break in Europe in June, but may be delayed due to supply problems following the Japan earthquake.
The creative is less opaque than Sony’s ‘Balls’ and ‘Paint’ TV ads, created by Fallon.

According to a source, the ad is intended to drive awareness and understanding of IPTVs and build on Sony’s Qriocity streaming service for films, TV and music.

A subsequent ad, centred on Sony’s 3D TVs, is understood to have a more traditional Sony style, aiming to provide ‘an emotional and visual feast’. It will feature a voiceover, too, but not by Slater.
Sources claim that by launching global ads, Sony is attempting to match Apple’s ‘consistency’ and Samsung’s  media-buying power.

By Alex Brownsell, marketingmagazine.co.uk