Since winning the regional creative account to manage the television and Home AV categories for Sony Electronics Asia Pacific in June, Bates 141 Singapore has unveiled its inaugural television commercial for BRAVIA.
Entitled Domino City, this regional campaign aims to present the true meaning of high definition colour by exhibiting reality in incredible colour, detail and motion. Click here to view the TVC and the making of video.
"When Bates 141 first presented the idea to us, we immediately knew that they had captured the true brand essence, with an iconic spot that helps our customers experience the amazing array of colour and grandeur of BRAVIA," said Takayuki Akiyoshi, General Manager of Marketing Communications, Sony Electronics Asia Pacific.
In the BRAVIA series of commercials, scale has always been a strong feature. With this spot, the choice of location provided a new opportunity to explore scale.
Shot on location, India's special blend of the exotic, history and magic provided the perfect backdrop to the TVC. Rajastan and Agra have for centuries been known as significant destinations for travellers and pilgrimages. This commercial is a journey as well. Dominos, in the full spectrum of colours take on a tumbling journey from a magnificent fort in Jaisalmer through a desert all the way to the Taj Mahal in a wondrous spectacle of moving colour.
The result is grand and reinforces BRAVIA's epic feel. Watching these dominos through the exotic India setting while getting a glimpse of the social, human serenity that is India, capture the magic of the spot.
"In this commercial we introduce the large dominos into the setting with an intriguing chemistry of hyper-real dominos set against the exotic naturalism of the location. The vibrancy and accuracy of the new BRAVIA is perfectly illustrated by the colourful dominos. These dominos are the full gambit – the full spectrum of colour, seen in among the hennas and browns and ivories of this earthy place. The environment offered a great canvass for us to reinforce the spectrum of colour for BRAVIA, set against the primarily sepia, monochromatic locations," said Sonal Dabral, Regional Executive Creative Director, Bates 141.
Working with director Nic Finlayson, the team built 100 dominos at exact sizes of eight feet tall. The dominos were each painted a different colour. For each shot, the correct number of dominos was set up and then set off after the camera rolled. An entire crew of 132 carried the dominos from one location to the next, lined them up, kept them still and set them off. The authenticity of these images provided faithful, realistic and detailed reproduction of colours.
"The outcome is an awe inspiring event. A sense of journey and build, where we see glimpses of the events at the beginning, dominos flicking and falling in a coordinated dance, moving as one, turn into more of a concert of colour at the end. A real celebration of colour," added Sonal.
Domino City is produced by Sony Electronics Asia Pacific for the Pan-Asia region. The agency team behind the campaign includes Sonal Dabral (Regional Executive Creative Director), Travis Sorge (Creative Director), Edward Pank (General Manager – Advertising) and Sharon Sarinas (Account Director).
This regional campaign will incorporate TV and print. The TVC will air in October starting in the Philippines. To view this TVC, please click here.