Sony rolls out multimillion-dollar campaign, focuses on new tech

Sarah Homewood
By Sarah Homewood | 8 May 2015

Sony Australia has travelled to where the desert meets the sea to film its launch TV ad for its latest campaign.

If you're wondering where in the world that happens – it's the Namibian Desert in southern Africa – and this was the perfect place that Havas Worldwide thought to shoot Sony's first campaign for its Alpha camera range.

The TV spot features a mirror being shattered in the middle of the desert to show that Sony's latest camera range had gone mirror-less in order to capitalise on weight, which old-school DSLR's are carrying around.

Sam Williams, head of marketing communications for Sony Australia and New Zealand told AdNews that Havas were give a “dream brief” and this is the route they chose to take.

“It was a very simple, product led, product truth, kind of brief,” Williams told AdNews. “We have removed the mirror from the camera and it's better now. We just didn't want to limit Havas and their thinking, we wanted this to be really big, really impactful, simple but effective ad.”

The campaign sees Sony put forward a “multimillion-dollar investment” and despite some brands moving away from the big TV ad, Williams said that the first aim of this campaign is to gain awareness and TV is still the best medium for them to do that.

“There is a digital component to this campaign as well, both really have their parts, we definitely don't discount any media channel, everything has its advantage,” he said.

“TV we're using as a starting point to gain mass awareness of the existence of mirror-less technology and then the digital competent, and our micro-site and our retail touch-points, they're about talking to the actual benefits themselves.”

The ad was held to the standard of the famous Sony Bravia “bouncy balls” spot and Williams explained the aim for this campaign was to stand out from the crowd.

“We wanted it to be visually disturbing, because it's TV we're going after a mass audience. Everyone is a photographer, or a budding photographer and they want to take better photos, so TV is the medium there for reaching the mass so we want to make sure we stand out from the crowd,” he said.

The campaign will run for three months.

See the spot for yourself below:

Campaign credits:
Creative Agency: Havas Worldwide Sydney
Executive Creative Director: Tim Green
Creative Directors: Seamus Higgins & Stuart Turner
Group Account Director: Brent Kerby
Senior Account Director: Steve Osaer
Account Manager: Lawrence Pretty
Head of Design: Darren Cole
Creative Services: Warrick Nicholson, Chris Hulsman
Head of Broadcast: Monique Pardavi
Production Company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Whyman
Executive Producer: Edward Pontifex
Managing Director: Wilf Sweetland
DOP: Jamie Ramsey
SPFX: Max Poolman
Editor & Company: Tim Mauger, The Butchery
Post Production: Beryl, Auckland
Original soundtrack: Elliott Wheeler, Turning Studios
Sound Design: Abby Sie, SongZu

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