Sony Bravia’s Commercials
I absolutely love Sony’s campaign for their Bravia high-resolution TV screen.
Here’s an awesome example of positioning a product perfectly. Of all the descriptors that define the differences between competing products, “color” hits this market on the bullseye. And Sony is pushing Bravia out in the marketplace as the definitive product for achieving color.
The tag “Like No Other” is much better than their first run of Bravia commericials. My pet peeve is splitting three words by periods for your slogan, which is what they did on round one (e.g. “Like. No. Other.”). I find that rarely does the three-word-split-with-a-period tagline really work. Usually it makes up for a lack of creativity to say it right. Well, in this round of Bravia commercials, they just say “Like No Other.” Good job guys.
By the way, all the paint explosions are real, not computerized. If you don’t believe me, go visit their behind the scenes site.
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Reid
Oct 17th, 2006, 6:35 pm
Dear Sony Bravia,
You amazed me in 2006 with your epic branded video for the Sony Bravia, when you dumped 200,000 bouncing balls down the treacherously steep hills of San Francisco. The pairing of the Jose Gonzalez cover of “Heartbeats” for the music was absolutely superb.
Now, oh my dear Sony Bravia, now, you have truly brought me into a sorrow. After months of anticipation, you gave us this ad.
Not only have you failed to create the magical experience you did so well with your first ad, you even stooped as low to beleaguer an ever-tired classical song.
What made the first commercial such a massive hit? You created a feeling of wonderment, romanticism, nostalgia, curiosity, and provided everyone with a brief moment of inflection. Not only that, but the visual stimulation of watching thousands upon thousands of rainbow colored super balls bounce up and down in slow motion along the San Francisco hillsides was incredible. You provoked excitement, intrigue, and inspiration for all those that watched.
Why Sony Bravia, have you let us down with your ad, or should I say pathetic excuse for branded entertainment. I waited patiently for this ad to be produced, and now I am in a state of utter disappointment.
In the words of Derek Zoolander’s father, Larry Zoolander, “You’re dead to me boy [Sony Bravia]. You’re more dead to me than your dead mother.”
Sincerely,
-R