Online Exclusives For New Sony BRAVIA Ad

In an industry first, Sony BRAVIA is to share exclusive “behind the scenes” footage, interviews and insights for its forthcoming commercial. The first peeks backstage for the new advert, to be directed by Jonathan Glazer, will be available on www.BRAVIA-advert.com from 19 July 2006 as the shoot is progressing.

This follows on from last year’s ‘bouncing balls’ ad (see Sony Bounces 20 Million Into Epic Ad Campaign), which was spontaneously sourced and shared by the online community. Sony hopes to create a similar backstage diary for the new commercial, as has been previously seen with Hollywood blockbusters like King Kong and Superman.

There have been over seven million views of the ‘bouncing balls’ ad and related video content on third-party sites, while BRAVIA-advert.com has had over one million views of the advert and related video content. In addition there are over 8,000 sites linking to BRAVIA-advert, including over 2,800 weblogs.

Alongside video diaries of the commercial shoot for the new ad, the film crew will provide interviews and commentary from the set and written blog entries that will be complemented with images that enthusiasts can download and link to.

Leo Ryan, business director at Tonic, the digital agency behind the Sony BRAVIA advertising site, said: “The ‘bouncing balls’ ad was so beautiful that you couldn’t help but want to find out if it was real. And clearly comments from a large number of web users reflect the community’s delight that indeed thousands of actual bouncing balls were tipped down a street in San Francisco.

“We want to do better this time and give people the chance to see the advert being made, as it is made. We just want to share some of the inspiration and some of the boredom of a shoot, giving fans an insight into a genuine TV commercial shoot in a way that they too can share and enjoy.”

Sony says that the new advert will use paint to illustrate the Sony BRAVIA LCD TV’s ability to recreate true-to-life colours. The commercial will be streamed online a week before it is released on television.

Sony Bravia: www.bravia-advert.com