It’s About the "Balls"

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Sony "Balls"
On November 6, U.K. viewers of the much anticipated football match between Manchester United and Chelsea will get to feast their eyes on another kind of spherical spectacle. The entire pre-kickoff commercial break will be filled by a two-and-a-half-minute spot launching Sony’s new Bravia television set. Created out of Fallon/London and directed by MJZ’s Nicolai Fuglsig, the branded film follows the rainbow-colored flight of about 250,000 bouncy balls throughout the streets of San Francisco, set to a soothing folk cover by Jose Gonzalez of the Swedish pop tune “Heartbeats.” Surprisingly, all the action was captured in-camera, with no effects involved. Fuglsig and the agency had depleted the ball caches of toy manufacturers around the U.S. for the shoot last July, during which they launched the colorful spheres out of a custom made cannon in a city-wide event that drew crowds and inspired blog entries. “We were working on the concept of ‘Like No Other’ in developing the campaign for the different Sony brands,” explains Fallon CW/AD Juan Cabral. "For Bravia, we wanted to celebrate the idea of color like no other in an inspiring, unique way. This came from the simple of idea of being a kid playing with a bouncy ball. We didn’t really have a script. It was more of an event.” (AD)
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