Sony has released a new ad today. It features bold blasts of colour exploding down empty streets. Haven’t we seen this somewhere before?
The spot has been created to publicise the detail and colour of Sony’s 4K televisions. Shot in Costa Rica, it shows coloured petals erupting out of a volcano and across a village. It’s impressive yes, but watching it, the first thing you think of is Sony’s own advertising from seven or eight years ago.
The spot isn’t created by Fallon, the agency behind Sony Balls and Paint – the iconic ads that were Sony’s first foray into colour blasting – but McCann London. There’s no knocking the production values; the ad is beautifully shot by director Jaron Albertin, and the effects were apparently all created in real-life, but the impact of this is lessened by the lack of creative imagination. The spot is even set to folky guitar music, a trademark of Balls that prompted a folk trend in advertising that still endures today.
We don’t know quite what to make of it. Whereas Balls and Paint (shown below) provided an innovative approach to advertising this kind of product, this spot seems to simply retread old ground and is therefore unlikely to make the same impact as its much-awarded predecessors.
Agency: McCann London
ECDs: Rob Doubal, Laurence Thomson
Creatives: Arman Naji, Michael Thomason, Javier Gomez
Director: Jaron Albertin
Production company: Smuggler