Bravia Advertainment TVC

Ok...even though this blog is called “Advertainment in America,” and thus is supposed to have content strictly devoted to American Advertainment and Advergames…I have decided to stretch the limits of what is allowed a little bit here…because I really love what Sony is doing for their (relatively) new Bravia campaign. The ads have been airing in the EU, primarily in FR, BE, and PT, and I haven’t seen them around here yet, but I hope that they hit the US ASAP…had enough acronyms yet?

I am also stretching the definition of Advertainment a bit, I suppose…but these ads, while they are traditional in the sense that they are television spots, are truly entertaining, and they have the strange quality of feeling more like a miniature (1- 1 ½ minute) movie than a commercial. There is no doubt that an absurd amount of production time, and money, went into making these bad boys. The most recent is the Sony Bravia Play-Doh ad. Check it out:

Sony Bravia Play-Doh

As you can see…it consists of some pretty ridiculous stop-motion photography of different-colored bunnies made of play-doh…which then turn into a wave…which breaks…and a whale goes through it…which then turns into a giant bunny...et al. The nature of the filming makes it all seem pretty chaotic and tumultuous. The question that lingers towards the end of the spot is: what does this have to do with Sony, or the Bravia, at all? Well, the spot culminates with a bunch of multi-colored cubes spinning about to create different kaliediscope-like patterns, and the words “Color…Like No Other” come onto the screen, then the spot fades out to a quick shot of a Bravia LCD TV. In my opinion, the ad is, in fact, effective, as it certainly retains attention, and the closing sequence ties the entire (seemingly unrelated) ad back into the product and the brand, giving the viewer a brand message to remember, and take away from the ad.

Also, these ads have been gaining some pretty siginificant unpaid exposure via Youtube, Dailymotion, and other video, user-generated sites. The one with the most hits, the Sony Bravia Bouncy Balls ad, which debuted about a year ago, has about a half a million hits on Youtube. Check it out Here.

Thanks again to Marka at Adverblog for bringing the Bravia bunnies to my attention.