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Marketer: Sony Europe Agency: Fallon, London

Sony cascades bouncing balls through San Francisco to represent the vivid color of a Sony LCD screen

[London] Sony Europe sent 250,000 brightly colored bouncing balls cascading through the streets of San Francisco in a mesmerizing commercial for its LCD televisions. Sony's "Like no other" campaign promise is delivered in the two-and-a-half minute spot, which will take up an entire commercial break in the U.K. on Nov. 6. The ad by Fallon, London, will then be shown in 60- and 30-second versions on TV and in cinemas across Europe, Australia and New Zealand in the run-up to Christmas.

The $40 million campaign also includes print, outdoor and in-store marketing.

Chris Willingham, group account director at Fallon, London, said, "Our research showed that color is the most important thing in people's minds when purchasing a new TV. ... It's really a simple visual celebration of color and it truly delivers the `Like no other' thought. We wanted to do it in a fun, vibrant, youthful way-something people would talk about."

Twelve streets were closed for three days as 10 giant cannons fired balls through San Francisco's famously hilly thoroughfares. Only one take was allowed for each shot, sending balls thundering past the crew, who wore protective riot gear, and bouncing off cars, houses, trees and road signs.

Richard Flintham, executive creative director at Fallon, London, said, "There's an extra bit of soul that comes from shooting stuff that's real." The soundtrack is a gentle guitar song called Heart Beat by Jose Gonzalez.

David Patton, senior VP communications at Sony Europe, said, "`Like no other' is the embodiment of all our marketing communications. Everything from Sony is expressed in the `Like no other' way." QwikFIND aar05q

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