Sony launches pyramid spot

Hong Kong - Sony Bravia's latest campaign for the Asia, Middle East, India, and South Africa markets aims to communicate the product's colour prowess and details, and had 20,000 reels of coloured cotton threads dropped over the side of a pyramid in Egypt.

Created by Sony Asia's AOR, Y&R, the ad is for Bravia Full HD TV and is a continuation of the ‘Feel' campaigns which have been attempting to re-energize the Sony brand. This Bravia Full HD TV campaign will feature in print as well as other media extension to roll out shortly.

"We received special permission from both the Department of Antiquities and the Department of Tourism and both were superb in their co-operation and embraced the idea as we were not only celebrating colour but also celebrating the beauty of the pyramids," Rowan Chanen, regional ECD for Y&R Brands said.

Starcom handled media placement and buying duties.