Friday, October 20, 2006

They've done it again

Sony Bravia has launched their new advert this week (I suggest you watch it before reading on). The ad, directed by Jonathan Glazer, shows tens of thousands of liters of coloured paint exploding over and around large apartment complexes in Glasgow. You can see close-up images of how it was done here.

I've been waiting for this ad to come out for a while. I had seen some home videos on YouTube that people who watched the paint explosions live in Glasgow had taken. The concept is just fantastic - real paint exploding over a city...can't get any better than that! I love the fact that the people behind Sony Bravia's ads have been thinking way outside the box and love to take risks with these one-chance-to-get-it-right ideas. But, while I think it's an amazing ad, it still doesn't beat their last "bouncing balls" ad, which was just amazing. I was totally awe-struck when I first saw it - it gave me such a warm and happy feeling inside. This new ad has a totally different feel to it, which I wasn't really expecting. While the earlier ad was more gentle and emotional, this one is more grand and even slightly comical. But it's still great. The paint looks so inviting - I want to just swim in it, especially the blue and green. My favourite part is when the paint comes gushing down the graffiti-covered stairwells. Again, what an ingenious idea.

Make sure to watch the behind the scenes video too!


  • Wow I was transfixed on that ad! I love the bouncing balls too!
    You know, it's so strange how they took a simple thing that was available to us as kids like paint and bouncing balls and made it into something phenomenal and breathtaking.
    I love ads :)

    By Blogger Erzulie, at 10/20/2006 11:53 am  

  • I love ads that work well. Again, like in their bouncing balls one, you have no idea what the commercial is for until the very end. In the meantime, they just want you to enjoy the magic and the colours without feeling like someone is trying to sell you something. And once your eyes have been transfixed on that for 70 seconds, and then you breathe in the "Colour. Like no other." moment, only then do they hit you with "Sony Bravia LCD" and it has such a stronger impact. Hell, I'm sold! That's the TV I'm gonna buy when I move back to Kuwait!

    About reminding us of our childhood, I guess that's the key isn't it? They're showing how, with a Sony Bravia, your normally dull, mundane life will burst with technicolour splendour - reminding us how the world used to look when we were children (note the playground at the very end!). Makes me want to go out and buy a box of Crayola crayons to eat for lunch.

    By Blogger Kleio, at 10/20/2006 2:42 pm  

  • Whoa!! Super! Loved it.

    Imagine doing that in Kuwait? The tons of wasta and liscences you would need to get and after that, the 6ragg from owners of cars or lands you would get..."shsawwet bil tarig!? shino hatha kolors w madree shino?!" I would get tons of kids from Marina Mall and get them all on top of the Kuwait Towers and force them to jump over by groups, with thir hip wierd hair spikey/afro cuts and MULTICOLOUR clothes - it would be even more colourful then the Bravia ad! Imagine? Flying hailag in slow motion... :)

    Hehe, I loved the ad, it's an all time favorite and the Bravia is defenitly a TV to get :)

    By Anonymous P, at 10/20/2006 8:13 pm  

  • P: LOL! I like the idea of throwing the kids off the top of the Kuwait Towers. You're right - I've never seen colours quite like the ones you see members of the Marina Mall generation wearing. And so many colours all at once! It certainly would be a very colourful ad. That would be a funny spoof of this paint ad - like the fruit one they did of the bouncing balls one. :)

    So are we gonna buy the Bravia then? :)

    As usual, nice link!

    By Blogger Kleio, at 10/20/2006 8:23 pm  

  • We might as well get even more than 1 ;)

    By Anonymous P, at 10/20/2006 8:45 pm  

  • Woo hoo! Let's create a whole video-wall out of them in our home cinema. :) Imagine how Jack Bauer would look spread across 18 Bravia LCDs.

    By Blogger Kleio, at 10/20/2006 8:58 pm  

  • It's amazing.
    But what about the trees?

    By Anonymous Anonymous, at 10/21/2006 4:41 am  

  • They're great ads ... but as 'P' said - imagine doing that in Kuwait. When I started working for the ad agency here in Kuwait I thought that we'd really do something creative. They're so petrified here of thinking outside the box that all the ads come out boring and forgettable ... Kuwait definitely needs more color to their advertising!

    By Blogger PlumPetals, at 10/23/2006 10:20 am  

  • ^ I know how this feels!
    I face it a lot in our agency too, u get a brief to brand a new product or relaunch or just a big media / tv campaign YOU GET SO EXCITED! come up with real cool, creative, funky concepts, but then u end up publishing / producing completely normal ads, the kind u see everyday that feels like nothing special.. and worst of all, most of the companys do TVC's only in Ramadan...

    By Anonymous P, at 10/23/2006 11:37 pm  

  • Her: They cleaned them. They used a special water-based paint that was easy to scrape-up once the water had evaporated. "A special kind of non-toxic paint was used that is safe enough to drink (it contains the same thickeners that are sometimes used in soups). It was also completely harmless to the skin." So no harm to the environment.

    PlumPetals: P and I have discussed this a lot before. It's so true that in Kuwait they are really scared to take risks and be really creative when it comes to advertising and design. Nobody will do something really unique and new - but once one person/company does it, then everyone will copy it. It's ridiculous.

    P: I would get so frustrated if I had clients who were too boring, unimaginative, and too scared to think outside the box and do something really colourful and creative. It must really stifle a designer's creativity.

    By Blogger Kleio, at 10/24/2006 3:09 am  

  • I think that younger clients are more welcoming of out-of-the-box ideas. The older generation usually want something that does not border on being unusual. They usually go for something...colorful, cheerful, think 50's.

    Plus, you want the general population to percieve whatever product or service your're advertising as something relateable. I think it borders on being "socially safe" so to speak.

    In some way, I think that advertisements reflect the culture and its openness to new, innovative ideas. Then again, there were and still are many people and groups who opposed "newer" concepts because they were too dark or risque.

    By Blogger Erzulie, at 10/24/2006 3:43 am  

  • I loved the ending, with the sound of the paint raining down over the pool. Lovely.

    There was something desolate about this ad too, though. The low-income apartment blocks, the abandoned feel of the place, the graffitied walls inside, even the creepy clown's inexplicable appearance (the allusion to the circus brings to mind not just color and childhood but a lost form of entertainment—one which personally always gave me the creeps). I think it all works really well. Keeps the ad from being too celebratory and over the top. Thanks for sharing.

    By the way, I've changed my nickname from "red" to "red for now" because someone else seems to have used "red" and has a blog under that name. I'm going to think of a new one soon.

    By Anonymous red for now, at 10/30/2006 11:25 am  

  • Love it. I keep watching it!

    P's comment was hilarious!!!

    By Blogger Raine, at 10/30/2006 9:02 pm  

  • Love it. I keep watching it!

    P's comment was hilarious!!!

    By Blogger Raine, at 10/30/2006 9:04 pm  

  • Erzulie: You'd be surprised - in Kuwait even the younger clients like to play it safe. Not just in terms of being "socially safe", but also in terms of taking creative risks.

    Red: I guess that's part of it - bringing colour to even the most seemingly desolate and otherwise colourless of worlds. And I loved the sound of the paint drops at the end as well, only it's not a pool, it's a playground!

    The clown freaked me out too. That whole sinister circus world has always fascinated me!

    Raine: I know! I love the image of flying hailag in slow motion. :) Now that's creative!

    By Blogger Kleio, at 10/31/2006 12:58 am  

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