Every so often a certain advertising campaign comes along that transcends marketing. Sure, it's all advertising and the bottom line is still money; however, this does not negate the artistic possibilities of visual communication. The "Bravia Play-Doh" (Bunnies) ad is Sony's third installment to their LCD television campaign. Each ad focuses on the beauty and brilliance of colour (it has primarily remained a European campaign) while elevating the creativity level amongst T.V. advertising along the way. (See Bravia's "Bouncy Ball" ad if you doubt.)
The latest "Play-Doh" creation (below) continues this tradition by revealing a convergence-of-sorts of still and live motion. This is done primarily through the use of claymation - involving over 200 bunnies, 150 cubes, a giant 30 foot rabbit and a 20 foot tall purple wave - all made from 2.5 tonnes of plasticine. Shot in New York City, it took over 40 animators three weeks to obtain over 100,000 stills - all for a mere 90 seconds of viewing pleasure. Darren Walsh headed the animation process alongside production house Passion Pictures. Music has played an integral role in the Bravia series and Sony has chosen the Rolling Stone's "She's a Rainbow" to accompany the bunnies' travels through NYC.
"Art of wonder" seems to be an understatement for Bravia's "Play-Doh" experiment - if for nothing else than standing in awe of the shear technical and creative energy that has gone into the process. And as it relates to "marketing"... I don't own an LCD television - but if the time ever comes... it would be difficult to not give Sony the props on this one. Enjoy.
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For more information on the ad via the production house, go here.
For Bravia's sweet new website, visit: www.bravia-advert.com.
Bravia "Play-Doh" (Bunnies) (90 Second Commercial)
Bravia "Play-Doh" (Bunnies) (Behind-the-Scenes Preview)
via Sigur Ros' "Saeglopur"
If you never caught the previous Bravia ads, the first one (Balls) we featured here, and the second (Paint) is below.
Bravia "Paint"
