A return to “simple”
April 25, 2008
The newest Sony ad is out.
I’m reminded of the Sony Bravia campaign – a campaign that started with one of my favorites: “Balls,” a simple and stunning spot that combined the childlike exuberance of colorful high-bounce balls with the passion of Jose Gonzales’s “Heartbeats.”
Sony followed the spot up with “Paint,” where a series of buildings were covered in paint in a brash, carnival-like setting. The feeling was still there, but it seemed like something was missing. Then, “Rabbits,” featuring claymation bunnies and the predictable “She’s a Rainbow” by the Rolling Stones.
The original Sony Bravia spot was beautiful. It made you stop and think about the majesty and sheer size of color, of the possibilities and promises.
It was subdued. It was simple. It needed no extra machinery, no special effects, no overwrought and “we can do it bigger” premonitions. It was organic, relying only on elasticity and gravity, two forces that acted as if they were Creative Director on the spot itself.
It showed you something great. Something you wish you could do. The music matched perfectly, instilling a sense of hope and beauty.
Since then, the spots have drifted further away from the point – that color is beauty, and that it’s a force to be reckoned with. Maybe they jumped the shark at the beginning, leaving everything to pale in the wake of beauty. Either way, it seems now that color is just a stepping-stone to their next overdone feat.
The foam in this new Sony commercial might be overdone as well. But it’s overdone in the right way – a way that bring back a feeling of wonder. The emotion is back again. The wonder. The beauty.
I guess this is just a long way of saying, “I’m glad they’ve gotten back to simple.”
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