Sony Bravia Play-Doh

This is the latest of the adverts for the Sony Bravia campaign 'Colour like no other'. The first was so unusual and popular with the Jose Gonzalez soundtrack and the thousands of bouncy balls released down the street, it was almost inevitable that the second would not quite live up to people's expectations. This final advert features hundreds of bunnies varying in size from 6" to 30 feet tall. This quote from the Sony website gives some impression of what a large scale project this was;

"The third TV commercial for BRAVIA is the most ambitious piece of stop-motion animation ever undertaken. Devised by Fallon and shot over three weeks in New York, the commercial employed 40 animators from Passion and used 2.5 tonnes of plasticine."

The thing that I love more than anything about this campaign is that they take these crazy huge scale ideas that are all physically created with colour. Instead of going with the safe and cheep option of filming it in a studio, they film them out into the streets ensuring it goes from being a big idea to being a big campaign. In many ways I think this is my favorite of the adverts so far in what they have constructed and done. I like everyone else really liked the first but this one just seams to be more ambitious and consequently impressive. I don't like the soundtrack as much but it undeniably fits in with the style and contents of the advert. The thinking behind the idea was that they just wanted to show playfulness and a sense of fun, in my opinion they have done this really well, creating another fantastic advert in their Colour like no other series.