The TV commercial, created by Anomaly, will showcase the NEX-5 and NEX-3 compact system cameras that will roll out across Europe later this month.
The campaign focuses on promoting the new cameras that sit within the Sony alpha range and offer DSLR picture quality using interchangeable lens on a camera the size of a traditional compact. It will go live in the UK on ITV1 tonight (14 July).
The integrated campaign will run across TV and press and will have a strong presence in store throughout the summer. It was shot on location at a carnival created specifically for the shoot in Uruguay and was directed by Jeff Labbe.
The sound was designed by Sam Spiegel and attempts to capture the excitement as the carnival gathers pace and amplify the defocus message both visually and aurally.
Matt Coombe, general manager of marketing at Sony UK, says: “The launch of the NEX cameras has created a great buzz within the Digital Imaging category. The Carnival theme for the campaign gave the perfect vibrant and hectic environment to show how versatile and high quality the NEX-5 and NEX-3 cameras can be.”