Sony's latest TV ad to feature foam bubbles

by Ed Kemp, Marketing 11-Mar-08, 08:40

LONDON - Sony is to put its camera range, which includes the Handycam, CyberShot and Alpha sub-brands, at the heart of a pan-European marketing campaign.

In the summer, the consumer electronics firm will launch a campaign based on a concept dubbed 'Foam City'. The ads, being shot in Miami by Fallon, will show people playing in foam bubbles around the US city.

The campaign follows an award-winning series of ads promoting Sony's Bravia TVs. Executions included 'Balls', 'Paint' and 'Play-Doh Bunnies'.

Sony has a UK marketing budget of £21m, more than half of which is dedicated to TV advertising, according to Nielsen Media Research.

However, the company is now boosting its online advertising spend following

the appointment of Dare to handle strategic development, digital marketing and web design for products across its portfolio.

Sony also recently appointed i-level to handle its UK online planning and buying account, which is worth about £5m.

Comments

Clayton Hove - 13/03/2008

If you'd like to see photos and more info of the Miami production, there's a rather good collection at ad-rag.com. (not sure if links are allowed in comments, but I'll try)