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Sparkling or Still?

Patrick 17/10/06, 11:26

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Sony Paint ad

Perhaps it’s the effect of all that hype. Perhaps it’s because Balls was so difficult to top. But we’re feeling just a little, well, underwhelmed by Fallon’s finally-released, long-awaited, 70,000 litres of paint-splashing new Sony Bravia spot.

Watch it here

For all the spectacular explosions and beautifully choreographed music of the commercial, the accompanying photographs taken from the shoot are actually the more beautiful and certainly the more intriguing images.

SonyPaint ad 5

Sony Paint ad 4

Sony 3

Sony 2

Some Paint Facts
* Paint took 250 people ten days to film
* 70,000 litres of non-toxic paint was mixed
on site by 60 people
* 455 mortars, 1700 detonators and 622 bottle bombs full of paint were used
* 330 metres of steel piping was used as launch tubes
* It took 60 people five days to clean up all the mess after the shoot
* Queen’s Court estate in Toryglen, Glasgow, where the ad was shot, is due for demolition

Credits
Ad agency: Fallon
Writers: Juan Cabral, Richard Flintham and Jonathan Glazer
Director: Jonathan Glazer
Production company: Academy
Music and sound directed, produced and arranged by Soundtree
Editor: Paul Watts @ The Quarry
Post production: MPC
Media agency: OMD International

Posted in Advertising Commercials

Comments(1 comment)

I have to agree.

The main issue is that you can so clearly see the mechanics of it all. This must be intentional, however, if we’d have seen the skips dropping balls at the top of the hill, “balls” would have been equally less powerful.

I would also have to question the dubious decision of syncing it to such a cheesy piece of music. I’ve been to real fireworks displays that have moved me more. It seems like a management decision rather than one by Glazer or Fallon.

There are some beautiful moments, like inside the rooms, the full colour assualt of the tall block, and the final lingering shot. But these are few and far between. All in all, it feels a bit cheap and amateurish. Can anyone explain the clown?

Seems the facts, the directors name, build up and the hype are what this campaign was all about. The recent Orange “paint” ads are altogether more beautiful and powerful - even in stills. But hey, we’re talking about it, and isn’t that what it’s all about?

Posted by divvyboy on 18/10/06, 8:40 am

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