"Paint" is the eagerly awaited successor to last year's "Balls," in which 250,000 brightly colored bouncing balls cascaded through the streets of San Francisco. "Balls" was a top contender for the film Grand Prix at the Cannes Lions International Advertising Festival in June and is credited with helping make Sony the world's top seller of LCD TVs.
The new $4 million spot (previewed online last week at www.bravia-advert.com/paint/thead) concludes with a shower of paint raining down on a deserted children's playground. It was created by Fallon London and director Jonathan Glazer, who together devised some quirky touches such as the juxtaposition of lavish color with the image of a sprinting clown dressed in black and white.
Though a stunning ad, "Paint" doesn't have quite the same impact as "Balls." One U.K. creative director, who preferred not to be named, said: "It's not quite captured the same aspirational feel. Whichever way you shoot it, Glasgow is just not as cool as San Francisco."
Mikah Martin-Cruz, general manager-central marketing, Sony UK, said: "Because 'Balls' was such a success, we felt that we needed to push the creative boundaries even further this time. Like its predecessor, ['Paint'] dramatizes Bravia's ability to reproduce true-to-life colors but this time on a much bigger and more explosive scale."