WEYBRIDGE, ENGLAND -- (MARKET WIRE) -- 05/16/08 -- Sony is set to capture the magic of
Foam City once again -- in their
latest ad for the recently announced TG3 HD Handycam (currently the
world's smallest full HD camcorder).
The new commercial was one of
the product stories shot in an area of downtown Miami, transformed into a
city of foam (with over 460 million litres produced over the course of the
one week shoot).
Completely unscripted, the adverts all feature the citizens of
Miami enjoying the foam metropolis and the Handycam ad shows families
capturing every unique foam-filled family moment in glorious detail, using
the TG3 Handycam.
"We had different products to talk about, each with different features and
core audiences. 'Foam City' was created to be a fun environment where
people of all ages and interests could interact and use the latest imaging
products to bring their experiences to life," says James Kennedy, General
Manager, Marketing Communications, Sony Europe.
"Bubbles are notoriously difficult to capture in lifelike detail, so with
Handycam we highlighted its ability of capturing fine detail in high
definition and 5.1 surround sound -- which brings a viewer closer to the
real experience and allows the magic of making the ad to be watched time
and time again," adds Kennedy.
The creative team behind the TG3 ad was advertising agency Fallon London,
and all the ads in the series were helmed by renowned director Simon
Ratigan.
"People captured hours of footage with their Handycams during the shoot,"
says Director Simon Ratigan. "We
ourselves shot over 16,000 feet of film just to keep up! We wanted each ad
to tell its own product story and for Handycam this was about recording
what was a range of incredible family moments, in high definition, so that
they could be kept and watched time and again."
Known for his work on numerous soundtracks and with Nick Cave and the Bad
Seeds, Warren Ellis composed the music live as he viewed the advert to
create a unique musical experience.
The Handycam advert is available to watch online at www.sony.co.uk/images.
Additional filming documentaries and adverts for the Cyber-shot and Alpha
range are also available on the site.
Fun facts about the shoot
-- There are 200 Miami inhabitants all recording their 'Foam City'
experiences
-- The ad uses the world's biggest foam machine -- 2.8m in diameter
-- 1,000 litres of water are being used to create 2,000,000 litres of
foam per minute
-- The rate at which the foam is produced would fill an Olympic swimming
pool in 24 seconds
-- By the end of the shoot it is estimated 460 million litres of foam
will have been produced
-- To create the perfect bubbles, Allan the Bubble Professor was hired --
with over 15 years' experience in the bubble business
-- The ad uses custom built bubble machines -- made to produce odd shaped
bubbles
-- 18 people are tasked with creating the foam out of a crew of 150
-- The advert uses 3 cameras running 80,000 feet of film. This means 16
hours of running time to produce the 90 second commercial
NOTES TO EDITORS
Environmental Info
Sony is engaged in a constant review of its manufacturing, operational and
business practices to ensure that its products are developed in an
environmentally responsible way. This approach can broadly be divided into
three areas:
Environmental Information: 3Ps
Product:
-- The foam produced for foam city is non-toxic and biodegradable.
-- Foam created is broken down quickly using a special spray (used in
catering processes) to ensure minimal impact on local environment.
-- Street cleaning machines used to remove any remaining foam and bubble
residue at the end of each shoot day.
-- All drains in Foam City are sealed off to prevent foam and bubble
product passing into the main water supply -- ensuring environment is
protected.
Sony is determined to lead the way as a responsible manufacturer, and as a
result we are focusing on three key areas of investment:
1. Reducing CO2 gas emissions
2. Increasing the percentage of renewable energy used in manufacturing
facilities
3. Minimising the resources used by our factories in manufacturing
About Sony:
Sony manufactures audio, video, communications and information technology
products for the global consumer and professional markets. With its music,
pictures, game and online businesses, Sony is uniquely positioned to be one
of the world's leading digital entertainment brands. Sony recorded
consolidated global annual sales of EUR 55.83 billion (yen 8,296 billion)
for the fiscal year ended March 31, 2007, based on an average market
exchange rate for the same period of yen 148.6 to the EUR. It employs
approximately 163,000 people worldwide.
In Europe, the Sony Group recorded consolidated annual sales of EUR 13.71
billion (yen 2,038 billion) for the fiscal year ended March 31, 2007. Sony
Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is
responsible for the company's European electronics business and registered
consolidated sales of EUR 9.12 billion for the same period.
For more information on Sony Europe, please visit
http://www.sony-europe.com
and http://www.sony-europe.com/presscenter.
Image Available: http://www2.marketwire.com/mw/frame_mw?attachid=761367
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