Any new ad from go-go adam&eveDDB is an event these days and latest off the production line is a new film for Sony 4K, its new ultra high definition TV.
Sony is forever coming out with techno firsts and then being gazumped in the marketplace by others who do more or less the same thing, more cheaply. So its first ads need to make a big impression.
So what do you? Send a film crew to Canada, of course, where, when you breathe out, it forms a crystal.
Very good – not a ‘bouncing balls’ maybe’ but it does justice to Sony’s ‘best picture ever.’