Apr 2, 2008
Sony Bravia’s First Miss
As you know, I’m a big fan of the Sony Bravia ad campaign over the last few years. Elegant, creative and always memorable, it’s been a benchmark for developing gorgeous spots. And that’s why I was so disappointed wit their latest installment. It had none of the truly sublime photography or captivating music that I’ve come to expect. Unfortunately, it comes off flat and uninspired. Hopefully they will bounce back from this and rediscover their earlier magic.
Nonetheless, here is the latest:
7 Comments, Comment or Ping
Director Kobayashi
My name is Kobayashi. I’m a young animation director living and working in London.
This is my latest video. It’s a test commercial for Sony Bravia.
My goal was to create a piece without creative constraints, to show freely my personal point of view and style.
I tried to add an unexpected twist and some irreverent humor to this well known campaign.
The quality it’s not comparable to a real Sony campaign, due to the fact that it’s a 0$ budget project
I’ve personally took care about all the production phases, thanks to my 360° skills.
From creativity to shooting, from 3D animation to editing and compositing.
Teaser version
http://it.youtube.com/watch?v=NNhZ8ExptaA
I think this was probably the first viral campaign done to promote a test commercial
Everything started as a “standard” test commercial to expand my director’s reel.
I really wanted to do my own piece of the “Sony Bravia” saga, but giving it an unconventional twist.
I also decided to follow the marketing strategy of the brand, landing this teaser on Youtube.
I then sent emails to the press and the blog community, just including the link to the video on YouTube.
The text of the message was really ironic “New Sony Bravia teaser??? Maybe it’s a new Sony campaign… Maybe not!!!”
With great and unexpected surprise in just 4 days more than 80 blogs published a news about the video.
The reaction was very enthusiastic and most of the audience even thought it was a real Sony Bravia teaser campaign…
Enjoy it!
Bests,
Kobayashi
Apr 4th, 2008
ryanmoede
Thanks for the clarification. Apparently there’s been some discussion by others as to the authenticity as well: http://www.frederiksamuel.com/blog/2008/04/sony-bravia-5.html
I’m all for the fans creating content for a brand, but I don’t think trying to pass it off as an official spot is appropriate - it seems to paint Sony negatively as they are now subject to a bit of a brand hijack. Had I known that this was merely your homage to their Bravia campaign and was done with zero budget, I could have been much more supportive of the creative efforts.
Apr 4th, 2008
Director Kobayashi
Actually I never said it was a real commercial…
I’ve sent this press release to everyone (to frederik samuel as well!!!) and I was quite surprised that someone published the video without reading it first!
Also it’s quite obvious that it could not be a real Sony Bravia commercial… anyway I hope that it will be clear for everyone now.
Apr 7th, 2008
Director Kobayashi
Also there is not a Sony logo at the end, but mine:
Kobayashi.
Written in capital letters with my website address!!!!
How could you think that Sony change his brand with the director’s one!!!
Apr 7th, 2008
Josh
@Kobayashi
I think it’s a fun idea to add your own creative flare to existing campaigns; but whether you did it intentionally or not; people were duped into thinking the videos were real. And I could be wrong; but I don’t think people like being duped.
I think it’s a good watch, but I feel like you could have been a bit more forthright about it being your own product and not Sony’s. I know you inserted your own logo at the end; but that would have been better served at the beginning. Also, in my opinion, your email subject and all your marketing material would have been more honest if they would have said something like, “My take on the Sony Bravia commercials” instead of “Maybe a new teaser…” that just seems dishonest. Again, you probably weren’t trying to be dishonest; but it feels a little so.
It’s slightly unfortunate because rather than getting buzz such as, “That guy who made a solid spot without a budget” you’re now getting buzz such as, “The guy who duped everyone with his fake commercial.”
What do you think?
Apr 7th, 2008
Director Kobayashi
@Josh
I get your point Josh… I was not trying to be dishonest, I was just trying to be ironic and funny.
I think that everyone can see the big quality difference between a real and a 0$ fake commercial.
My teaser had a very big HSBC logo at the end!!!
Also I did this kind of “obscure” communication only for the teaser. When I released the 30sec version it’s always been send with the complete press release that you can find even on this page.
I’m sorry if you think that I was trying to dupe people…
Apr 9th, 2008
Josh
@Kobayashi
I’m not saying you were intentionally trying to dupe people; I’m just saying that may have happened.
I think you could do something like this again and make it pretty solid, just being more careful to leave no room for misinterpretation.
Good luck with everything.
Apr 10th, 2008
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