Motionflow in translation

I have loved every Sony Bravia advert since the iconic ‘Balls’ ad back in 2005, not only for their artistic flair but for being able to effectively convey a message of the brand and the product USPs without actually having to directly demonstrate them. Sony has recently released their latest Bravia Motionflow 200Hz technology; a feature of new high end Bravia HDTVs that produce 200 frames per second for the smoothest picture HDTVs have reportedly seen....yet.

Before watching the ad, one massive ‘Q’ emerged from my right ear as though I were part of a Power of Dreams brainstorming session for a new Integra Type-R... it was this – ‘How do you demonstrate and explain effectively a technological innovation and product feature that improves picture quality and smoothness in a motion picture advert that will be viewed on TVs, computer monitors, mobile devices and projectors that do not possess the capabilities being communicated?’. Fair enough question I thought, and with it excitement to see just how those clever creative minds at Fallon dealt with it:

Brilliant, I thought, Sony/Fallon have again managed to capture the brand and product USP into an advert that again doesn’t use the actual product to demonstrate them. Featuring the best soundtrack to an advert I have heard yet this year (that also cross links to Sony’s music brand heritage I thought), some celebrity endorsement we all seem to love, and most awe inspiring - the world’s biggest Zoetrope in the middle of a picturesque square in northern Italy, the ad delivers the message ingeniously; Motionflow 200Hz delivers smoother motion pictures with more frames. Not only does this ad make me love my Bravia more, but has also sown the seed of desire to get myself a Zoetrope – damn you Sony and Fallon, I was doing so well with curbing my random gadget hunger. Cheers guys, cheers.

Gaming and advertising OnLive

A few days ago I read about the unveiling of an innovation that combined two of my core passions; games and advertising communications. OnLive is a platform allowing for users to play full games via internet streaming through an OnLive box. It is truly a technological innovation that I believe will converge interactive entertainment (games) and interactive media communications (advertising and branding).

OnLive will potentially bring mass gaming to a new level of accessibility. No longer will we need to have a particular console or a beefed up PC that can calculate a weekend trip to the moon, no longer (hopefully) will we see endless “fan boy” banter trying to macho one another based upon 360 vs. PS3 vs. BMW... hopefully. Provided broadband technology can progress in time for the mass launch of OnLive, we may soon experience the epoch of connected, live and viable mass gaming free from hardware restrictions.

Technology has seeped into our lifestyles, and the internet has evolved from being perceived as a geeky niche to a core part of our daily lives. Sony successfully made computer games cool and socially acceptable building upon established innovations pioneered by Nintendo and Sega with the PlayStation brand; Mario and Sonic had gained guest list status towering that of Hollywood since. Similarly, Apple created the iPod that successfully provided the image conscious consumer with a product and brand that allows them to proudly carry a gadget without going covert and leading to wanting that PowerBook. Most recently, Sony PlayStation HOME brought a virtual social world to the mass casual, hardcore and web 2.0 gamer. HOME is a virtual world that was accessible by every PlayStation 3 owner, had more social credibility thanks to the Sony PlayStation brand than Fifth-Life, and allowed for brands such as Diesel to virtually peddle their branded wares. Could OnLive be what brings online gaming to the masses? It looks promising indeed.

I still remember playing WipEout 2097 on the PlayStation back in 1997 and noticing what I think is the first ever in game advertising of a real world brand in the game. Red Bull banners adorned tracks and I felt connected to the real world as I sped about in a blisteringly fast and unrealistic craft without wings. Good times. Since then, advertisers and brands have wised up to the potential of in game advertising, a favourite example of mine being in Ka (aka Mr. Mosquito in the western world) on the PlayStation 2, with household anti mosquito brands galore and more recently with Red Bull launching their own Red Bull Air Race PlayStation HOME space. Metal Gear Solid 4 saw our very own Solid Snake carrying around an in-game iPod to jam to as he sneaks about the place (the sticks work well to emulate iPod controls... take note Apple!).

My only concern is the likelihood of the gaming giants to support such an open channel, sacrificing what is quite obviously a viable business model of investing in a controllable market. I am of course referring to their own consoles. The PlayStation X, Nintendo Yuu/Mii/Wii, Xbox 1080p, all allow for control over market segments within the fastest growing entertainment market the world has ever seen. I hope that all can reach an agreeable meeting point that does not involve the loss of diverse choice to the consumers or the mass laying off of talented geniuses. Just think of the possibilities; Sony bringing their technological innovations in entertainment, Microsoft broadening their online LIVE services, and Nintendo contributing their blue-sky creativity. OnLive could also allow for Sony PlayStation HOME to reach a broader audience, in turn allowing brands with virtual presence such as Diesel to reach more gamers, via a socially accepted virtual space. Let's hope everyone can find a common ground to move this kind of technology forward.

The future is soon, and I believe in it.

Balls

The most common question in ad incumbent land seems to be “What is your favourite advert and why?” My reply – “Balls”, Bravia Balls that is, and here’s why.

By allowing a piece of fruit to stealthily grow from a pip to a GM gargantuan Granny Smith, the portable music king Sony Walkman became second to iPod within the space of just over a year. Sony made a mistake not tapping into the portable MP3 market with its then market leading Walkman brand. Sceptics wrote Walkman off – R.I.P. Walkman 1979-2004(ish). I didn’t, don’t and doubt I will; I think the Walkman branded Sony Ericsson mobile route is inspired. I digress, bring on the... Balls.

Sony appears to have learnt from their Walkman error, and spotting a clearly neglected gap in a (then) emerging HDTV market, and launching the famous Balls advert. In a market where every brand was/is/will be claiming to be the brightest, the most colourful, the most stylish, differentiation is difficult. Sony has always had its own unique style, a globally known and trusted brand associated with consumer electronics, and a prestige brand image to maintain. They realised that unlike the competition, it wasn’t tech specs that the mass potential HDTV consumer were looking for, it was a stylish, awe-inspiring, status symbol to add to their lifestyles and living rooms. An HDTV wasn’t a replacement for a TV set; it was a progression to the next era of entertainment.

A truly bold, captivating and memorable advert with such simple messaging – Colour.Like.No.Other (with a deliberate misspell ‘Color’ of courseJ). Sony had boldly come along, and without even showing the product until the end, set the association of vibrant and beautiful colour for their Bravia brand and product. This advert is one of few among the many that have reminded me why I am so passionate about creative messaging ideas that inspires and touches people’s minds. Simple, effective, unique, memorable and captivating, the Balls advert became an instant TV to Digital hit (something I will be touching upon on another day, another blog...) – I still have that screen saver somewhere...

Finally, I personally do not think there are many other ways to show true appreciation and homage to an advert then when another brand creates a parody of another. Well done Tango! A hilarious spoof that was actually as brilliant (in different ways of course) as its inspiration – and not a burst eardrum in sight!