Rock-et. Ye-ah.
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
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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
25/Jun/08, 2:52 pm