UK’s First HD Ad To Air Tonight

Sky and Sony are to join forces tonight to screen the UK’s first TV advertisement in the high definition (HD) format.

The new ad for Sony’s BRAVIA range of TVs will be seen in HD for the first time on Sky Sports HD 2 during the channel’s live coverage of the Champions League match between Chelsea and Barcelona.

The ad, created by advertising agency Fallon to announce the new BRAVIA LCD and SXRD ranges, is the first advertisement that has been entirely produced and broadcast in HD.

Directed by award-winning director Jonathan Glazer, it features thousands of gallons of multi-coloured paint blasted across a disused Glasgow towerblock. The campaign was booked by media agency OMD.

Last night the non-HD version of the ad was premiered on terrestrial television during the Champions League tie between Manchester Utd and FC Copenhagen (see Sony Bravia Follow Up On ITV1).

Since last year, Sky and Sony have promoted each other’s products in their marketing activity and collaborated in promotions to offer customers savings when they buy a Sony HD 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.”

Sky: 08702 40 40 40 www.sky.com Sony: www.sony.co.uk