Sony ad captures the moment of new experiences for three Aussies
Three Australians have been given new experiences as part of an ad campaign to promote Sony’s new ultra high definition televisions.
The ads see a farmer swim in the sea for the first time, a girl living in the outback get a visit from an ice cream van and a soccer fan taken to watch Australia play.
The “Like Nothing You’ve Ever Experienced” campaign for Sony’s 4K Ultra HD TVs comes from Havas Worldwide along with production company Finch.
The ads show 62-year-old farmer Robert Turnbull, who hasn’t had a holiday in over 30 years and has never seen the ocean, go to the beach. They also show seven-year-old Grace Roberts, who has grown up in the outback, visit an ice-cream truck for the first time, and 30-year-old soccer fan Josh Millard from Adelaide goes to his first international game to see Australia play.
The 90 second TV commercial aired last night kicked off an extensive national campaign that includes TV commercials, outdoor, digital video, display and search, in-store and a Sony 4K microsite with behind-the-scenes footage and social media integration with a Facebook app. It is also the first ad to be produced and projected in Australian cinemas in 4K.
Alex Carr, MD of Havas Worldwide Sydney said: “We are immensely proud to have created the latest Sony Bravia brand campaign, featuring real Australian stories. The work gets back to basics – a simple product truth beautifully executed in a highly emotive fashion. The use of real people rather than actors delivers an incredible connection and authenticity.”
Director Nic Finlayson said: “We stripped everything down to almost a documentary style project,” he said. “We had to have time to travel to meet people and find the locations, and we weren’t storyboarding, but constructing scenes so that every step along the way choices were made based on what was real.”
Robert’s experience:
Grace’s experience:
Josh’s experience:
Campaign credits
Creative Agency: Havas Worldwide Sydney
- Copywriter: Simon Fowler
- Art Director: Nicole Hetherington
- Creative Director: Jay Morgan
- Executive Creative Director: Steve Coll
- Account Team: Dan Smith, Steve Osaer, Siobhain Hayes, Ken Attard
- TV Producer: Melissa Petryszyn
- Stills Photography: Tim Bauer
- Creative Services Stills Producer: Warrick Nicholson
Production company: Finch
- Director: Nic Finlayson
- Behind-The-Scenes Director: Luke Bouchier
- Producer: Paul S Friedmann
- Post Production: Method – Simon Njoo, Anna Greensmith, Andy Clarke
- Music and Sound Design: Seekae, Songzu – Simon Kane
Media Agency: OMD
Public Relations: Hausmann Communications
Behind the Scenes:
Beautiful
Nice! Well done.
Bloody brilliant
I think it’s a lovely idea, and the stories are really personal and beautiful.
But it didn’t really move me like the original Bravia Ad. Something about the directing was a bit flat. 4k TV is pretty amazing (although there is no content for it really), and theoretically you should think “holy shit”.
Brilliant!
Such a great ad, had goosebumps…..leading up to the moment I realised it was for a TV.
I’m really not a fan. Feels overly acted and forced. And it shouldn’t, but it does. Cold and lacking any emotion or humanity.
Like these. Didn’t quite emotionally buy in on “ice cream” and” football” though. “Farmer” nailed it with shot sequence and the moments captured beautifully. Camera direction is what makes these types of spots – working with non-actors ain’t easy street.
Sony Australia the masters of silent racism. It is eerie the beautiful music played over culturally sanitised content.
Every character in Sony’s Australian commercials is of fair appearance across all media and over many years. That can only be by a conscious decision.
Obviously they are not interested in consumers like me. If they treat us with such contempt we offer back the same lack of respect to Sony.
Hi Fair Australia,
I think you may be reading a lot into it there…
Cheers,
Tim – Mumbrella
It’s a nice insight, but I prefer the way Emirates executed it a few years back:
https://www.youtube.com/watch?v=R3QYuSHz6Dk
https://www.youtube.com/watch?v=2onl1wdeBTw
Ooh, Simon. Good memory.
@Mumbrella
Fair Australia may be reading ‘a lot into it there’, but he/she does have a fair point. Why couldn’t Sony Australia, out of all those years, have a character of non-fair appearance? Ever?
He has a point…
Go Cod
great job
see you again next April hopefully
Jenny & Rose
Tim, it may be unfair to just focus on this series but I believe this is fairly consistent in Sony’s Australian market. I asked Sony Australia about this portrayal years back and the best example they could come up with was a South African Market commercial.
It was not the intention to target just these ads. But over may years, as a body of work, Sony’s PR in Australia bears no resemblance to the Australia I see every day. Why is that?
This behaviour is worse than overt or uninformed discrimination. It is so insidious you know something is wrong but you cannot put your finger on it. When you stand back and look over time there is a uncomfortable pattern.
YIPPEEE !! I LOOK FORWARD TO WATCHING THE FOOTY ON MY NEW SONY 4K TV, BROADCAST IN STANDARD DEF…..