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Rock-et. Ye-ah.

Advertising, Illustration

Posted by Eliza Williams, 25 June 2008, 12:23    Permalink    Comments (6)


Sony ad from Fallon London. Art director/copywriter: Matt Keon. Production company: RSA Films. Director/designer: Johnny Hardstaff

Fallon London has teamed up with director Johnny Hardstaff to create an excellent series of spots for Sony. Disturbingly though, they are set to a soundtrack of Def Leppard...

The campaign, which includes the 30 second spot above, and a series of idents that are airing during the F1 season on ITV, are based on the simple premise of "testing high definition to the limit". What makes them special is the imaginative forms the tests, which are based on real experiments that Sony conduct, take - each emphasise different high-def qualities, but in beautiful ways.


Sony F1 ident

"I think the spots have a real sense of humour," says Hardstaff. "They're tongue-in-cheek and playful, and there's something gently subversive about counterpointing F1 with Standard Poodles and sponge painting.

"I took two years away from advertising and became aware just how lucky I am that great creatives at good agencies ask me to do these things. Smashing huge amounts of coloured glass to the sound of cock rock? I'm so in love with advertising again."


Sony F1 ident


Sony F1 ident

6 Comments

This is a very good example of how to spoil an ad with a bad choice of music. did they try and pick up on the fact that the 80's are supposedly in fashion again?
I didn't think the choice on "Paint" was great but this is awful. It's a pity because the visuals are very interesting.
André Breda
2008-06-25 14:52:25


why are these ads good?

i was at someones house one weekend and they had the grand prix on and to have the same def leppard clip blaring out what seemed like every 5 mins was neither fun or interesting or great in any sense. in the end we made the guy watching it change the channel just before the ad came on so we could avoid it. congrats to all involved for making everyone hate sony. another victory for advertising.
dadif
2008-06-26 14:50:23


Dadif, since you dislike the advertising spots here. I'd be interested to hear what you think about how Sony advertises with this blog. Actually anyone can 'chime' in on this subject.
nirav v. patel
2008-06-26 20:46:26


Hair metal and poodles, perfect match.
pixelpimp
2008-06-27 05:55:08


alas i havent even noticed they advertise with this site.. must have been typically inspired advertising.
dadif
2008-06-27 14:16:53


these idents are terrific. sounds like your a bunch of grumbling losers. the music lifts it. and they witty beautiful looking snippets of film.
guyformoverthere
2008-07-04 08:07:40


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