Sony pushes Bravia in first HD ad spot

by Jennifer Whitehead, Brand Republic 18-Oct-06, 11:00

LONDON - Sony has teamed up with Sky to screen the UK's first high-definition television ad, which will appropriately promote the Bravia range of HD television sets.

The ad, which follows up the much-hyped 'balls' spot, will be seen in high definition for the first time on Sky Sports HD 2 tonight, during live coverage of the Uefa Champions League tie between Chelsea and Barcelona.

Fallon created 'balls' and the new ad, which was directed by Jonathan Glazer. It features hundreds of litres of paint in numerous colours exploding over a disused towerblock in Glasgow.

It is the first ad to be entirely produced and broadcast in high definition. For tonight's HD debut, a 70-second version will be shown. OMD has handled media for the campaign.

Sky has been pushing high definition in a trial that has seen around 90,000 customers sign up, as of July this year. Last year it teamed up with Sony in a joint marketing effort, which includes promoting each other's products in marketing activity and a special offer when customers buy a Sony HD television set and a Sky HD box together.

Richard Hawking, operations director at Sky Media, Sky's advertising sales division, said: "HD is rapidly transforming the viewing experience but until now TV ads have not offered the same stunning picture and sound quality as the programmes they're surrounded by.

"It's natural that the leading brand in HD sets and the operator of the only national HD service should team up to achieve this milestone. We expect other advertisers to follow Sony's lead and use HD to amaze viewers and unleash their creativity."

BBC and ITV are also running high-definition trials, available without subscription to viewers with an HD box.

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