Sony has launched its new 3D TV with this football-themed spot starring Kaká, directed by Jonathan Glazer.
The ad, by Anomaly, gets around the problem of advertising a new, better television on older TV sets by addressing the issue head on. The spot is shot in 3D and appears to be transmitting incorrectly on standard TV sets, before the statement ‘Do not adjust your set’ appears, followed by ‘This is 3D TV’ and later ‘Maybe it’s time to get a 3D TV’. The ad certainly does its job of making you want to see it in full 3D glory, with its various special effects – which include explosions and what appears to be a gurning body builder – tantalisingly hard to make out in 2D.
The spot first aired on TV during the Champions League Final (in France, Portugal and Spain) and will roll out across Europe over the coming weeks, while the actual 3D version will play out in cinemas and on 3D sports channels in due course.
Creative agency: Anomaly
Copywriter/art director: Anomaly
Production company: Academy Films
Director: Jonathan Glazer
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