According to at least some members of the public, who have taken it upon themselves to complain to the ASA, the new Sony Bravia Ad is too reminiscent of 911!
Non-toxic paint, in a multitude of colours, being fired over and out of a dissused housing estate in Glasgow is, it seems, terrifying for some!
What I find more terrifying is that such a great piece of traditional advertising doesn’t seem to have the same level of creativity in its digital support.
For me this is one of the few examples of interruptive advertising around at the moment that I’d stop to watch; it’s a visual spectacular (though not as good as the balls!). But shouldn’t the digital element rely on more than the hope people will want to see it on demand?
Digital should be about more than just extending the reach of what has gone before it, usually on TV. A great idea should take into account how increasingly complex demographics are using the medium.
I’m sure a core of media savvy people will be interested enough to watch the behind the scenes footage, and there’s probably a good cross-over with the target market. But it doesn’t exactly live up to the ad does it? And it certainly doesn’t take advantage of the way people are using the medium.