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Sony pins hopes on new ‘Ultra HD’ TVs in new campaign from DDB Germany

Sony seems to be reviving – I read the other day that it was likely to make a profit at last – and it’s pinning quite a lot of hopes on the launch of its Bravia 4K Ultra HD TV, which presumably competes with Samsung’s curved offerings.

Here’s the launch film, ‘Fireworks,’ from DDB Germany. Shot with the aid of heat resistant drones apparently – so you get closer to the fireworks.

All looks very nice but aren’t buyers a touch confused by all these new ‘got everything’ TVs? You know there’ll be a new, ‘even better’ one around the corner. Adam&eveDDB produced a nice campaign for a new Sony TV last year but I really can’t remember what it was or what it did.

If the new Bravia came loaded with Sony content that might work. Which is, allegedly, what Apple is planning for its own long-awaited magic box.

MAA creative scale: 6.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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