Sony announced its first worldwide creative campaign for Sony BRAVIA televisions. The company built the BRAVIA-drome, the centerpiece for Sony’s latest marketing campaign, to provide customers with a visual demonstration of Sony’s Motionflow technology.The BRAVIA-drome was inspired by the zoetrope, a device invented in the 19th century to create short ‘films’ from a series of static images. This modern day zoetrope is 10 meters across, spins at over 40 kph and is the optimal medium for demonstrating how Motionflow 240Hz technology clearly displays today’s fast-action motion pictures.

Sony selected soccer for its continuous movement to fully demonstrate the clarity of Motionflow 240Hz for customers. The technology effortlessly eliminates jerkiness and smoothes the flight of the ball as it hits the net, making fans that are watching the game within the comfort of their own homes feel as though they are at the stadium.

The commercial is filming in a square in Venaria, near Turin, and stars FIFA World Player of the Year and Ballon d’Or holder, Brazilian soccer sensation Kaká. The FIFA World Cup winner will appear in a series of images inside the BRAVIA-drome performing some of his legendary skills. To add to the excitement, soccer juggling champion Dan Magness will make an appearance at the shoot as he attempts to smash three Guinness World Records. Magness, already known for breaking several different soccer records, has trained some of the very best players in the world – from Francesco Totti to Michael Owen – in the art of controlling a soccer ball.

The Fallon London advertising agency – the creative team behind the ‘Balls,’ ‘Paint’ and ‘Play-doh’ trilogy of BRAVIA commercials – is producing the commercial which is being directed by up and coming director Vernie Yeung, known for directing music videos for top artists including Kylie Minogue. The commercial will be filmed using Sony’s F35 Professional HD camera.

“The BRAVIA-drome has been designed to explain the technology behind Motionflow in a way that makes it easy for anyone to understand,” says Giles Morrison, General Manager, Marketing Communications, Sony Europe. “As we have proved with previous campaigns, including ‘Balls,’ ‘Paint’ and ‘Play-doh,’ simple ideas effectively executed can be immensely powerful. This is about delivering a truly spectacular experience that people can believe in. The choice of Kaká was an easy one, as not only does he have that superstar quality but football is an ideal way to show our customers the full effect of Motionflow 240Hz.”

“I want to create an air of anticipation amongst the watching TV audience,” says director Vernie Yeung. “This is achieved by initially revealing some of the smaller details of the structure, then showing it in its entirety to demonstrate the sheer size and scale of the BRAVIA-drome and finally giving the viewer a glimpse of its surroundings. The suspense builds until the perfectly smooth images of Kaká showcasing his amazing skills are unveiled. This advert is a unique event, demonstrated by the look of sheer awe and amazement on the faces of the watching public.”

The BRAVIA-drome ­– designed for easy dismantling and transport for use beyond the shoot itself – will also appear in print, digital and below-the-line elements, such as store fixtures, point-of-sale items and brochures of the overall campaign. Sony has also designed a range of content exclusively for bloggers, Websites and social networks to provide them with a unique BRAVIA-drome experience. 

BRAVIA-drome Statistics

• The optimum speed of the BRAVIA-drome is 44kph
  The BRAVIA-drome can reach speeds of over 50kph
  The BRAVIA-drome measures 10m in diameter
  It takes 10 men three days to fully assemble the BRAVIA-drome
  The BRAVIA-drome is transported by two 40-foot trucks
  It took six weeks for the BRAVIA-drome to be built in full for the first time
  Weighing in at ten tons, it is believed to be the biggest zoetrope ever built. Guinness World Records are attending the shoot to verify this record attempt