Sony is to screen the UK’s first television ad filmed and aired in High Definition (HD) today (Wednesday), with the follow up to its acclaimed Bravia “Balls” campaign.
The spot – promoting Sony’s range of HD TV sets as part of the electronics company’s drive to lead the growing sector – will only be seen in HD by viewers watching on compatible sets and services. It follows an existing agreement between BSkyB and Sony to jointly market the benefits of HD to TV viewers.
HD has been available in the UK for less than a year, with BSkyB introducing a service in May, making Sony the first advertiser in more than six months to take advantage of the format.
The 70-second execution will be aired during live coverage of the UEFA Champions League tie between Chelsea and Barcelona, to be broadcast on Sky Sports HD 2. It has been created by Fallon, with media through OMD.
The ad features coloured paints exploding across a Glasgow tower block to reflect the true-to-life colours provided by a Bravia TV.
The ad has been trailed on websites including YouTube and Flickr.com, as well as on an official Sony blog, www.colourlikenoother.com, before the TV airing.
Since last year, BSkyB and Sony have promoted each other’s products in their marketing activity and collaborated on price-saving promotions for customers buying a Sony HD set and a Sky HD box at the same time. Sky has 90,000 HD consumer subscribers, while a number of pubs and clubs broadcast its commercial HD service.