Havas Worldwide Sydney launches ‘Like Nothing You’ve Ever Experienced’ integrated campaign to promote the new Sony 4K Ultra HD televisions
To promote the launch of its new range of 4K Ultra HD TVs, Sony Australia last night launched a new, locally produced, multimillion dollar national ad campaign titled, “Like Nothing You’ve Ever Experienced”.
The campaign offers viewers a window into a highly-emotional first time experience of three real life Australians: Robert Turnbull – A 62 year old, fourth generation farmer who hasn’t had a holiday in over 30 years and has never been to the ocean; Grace Roberts – A seven year old girl who has grown up in the remote outback and has never seen an ice cream truck; and Josh Millard – A 30 year old soccer fan from Adelaide who has never seen Australia play an international match.
“We really connected with the concept of the ad – you can see the raw emotion of a simple first experience, a moment that they’ve never had but have often imagined,” said Hass Mahdi, marketing manager of Home Entertainment at Sony Australia. “These amazing moments mirror the same feelings Australians can expect when turning on Sony’s new 4K Ultra HD TVs and first experiencing four times the resolution of Full HD.”
The 90 second “Like Nothing You’ve Ever Experienced” ad that aired last night kicks off an extensive national campaign that includes:
· TV – Free-to-air and Pay TV channels
· Cinema – all cinemas nationwide, including 50 screens projecting in 4K
· Outdoor – metropolitan small formats
· Digital – video, display and search
· In-store – Sony Centres & Kiosks (on Sony’s 4K Ultra HD TVs)
· Sony 4K microsite – (housing behind the scenes footage & social integration with Facebook app)
The campaign also marks an Australian cinema advertising milestone – being the first commercial to be produced and projected in 4K within Australian cinemas.
“We are immensely proud to have created the latest Sony Bravia brand campaign, featuring real Australian stories,” said Alex Carr, managing director, Havas Worldwide Sydney. “The work gets back to basics – a simple product truth beautifully executed in a highly emotive fashion. The use of real people rather than actors delivers an incredible connection and authenticity and places the brand right back in the hearts and minds of Australians.”
“Rather than talk about the product features of the Sony’s new Bravia 4K TV, we decided to express a very simple truth about this awesome product – its TV like you’ve never experienced,” said Steve Coll, Executive Creative Director, Havas Worldwide Sydney.
“We set about capturing real stories of people experiencing things for the first time, things that many of us take for granted. We searched far and wide to find people who hadn’t seen the sea, experienced the thrill of a live sporting event, or had an ice cream from an ice cream truck. Shooting these real experiences made for a very emotional shoot, and I think that has translated very powerfully into the ad.”
Creative Agency: Havas Worldwide Sydney
Copywriter: Simon Fowler
Art Director: Nicole Hetherington
Creative Director: Jay Morgan
Executive Creative Director: Steve Coll
Account Team: Dan Smith, Steve Osaer, Siobhain Hayes, Ken Attard
TV Producer: Melissa Petryszyn
Stills Photography: Tim Bauer
Creative Services Stills Producer: Warrick Nicholson
Production company: Finch
Director: Nic Finlayson
Behind-The-Scenes Director: Luke Bouchier
Producer: Paul S Friedmann
Post Production: Method – Simon Njoo, Anna Greensmith, Andy Clarke
Music and Sound Design: Seekae, Songzu – Simon Kane
Media Agency: OMD
Public Relations: Hausmann Communications
21 Comments
Beautiful. Well done
Awesome. Well done guy.
Like these. Didn’t quite emotionally buy in on “ice cream” and” football” though. “Farmer” nailed it with shot sequence and the moments captured beautifully.
I really like the idea, but something about the execution left me cold. It was like we needed to see that first ‘a-ha’ moment from each person up close. Still, nice idea.
I heard the copywriter never eats lunch any later than 11:30, hectic!!
It’s nice and fuzzy but feels a bit familiar to me.
A great idea executed beautifully. Goosebumps. Well done Nic Finlayson.
Lovely work Nic + Si
Phwoooar, I’m jonesing for an ice cream right now too. Sprinkles, flake – the whole shebang. This ad stuff really works!
Making a TVC to sell TV’s is not easy.
This gives it a good crack with a new angle.
Oh man, so close.
But the performances were just a little lacking. I didn’t feel it.
And I really wanted to.
Well done to the agency though – kicking goals a lot lately – this just fell short.
I think it is blatantly clear that they were real people, clearly giving real reactions, not actors giving performances. Nice job. Well done
For an ad about how awesome the tv looks, this is very average indeed.
nice one nic
haters on here probably frustrated writing sh1tty scripts that their ECDs, suits and clients hate – very vague feedback indeed 🙂 i’d be stoked if my agency did this, good work havas
haha.
What haters? It is a very defensive social team that come on here to defend the work against almost universally positive comments. Or are you paid per comment?
Dear haha,
Perhaps I can make it a little clearer:
TVC is boring, goal number one of good TV is to entertain.
Feels like a charity ad and that these people are missing an arm or a leg.
Nothing to visually excite me when that’s the point of the product.
Three confusing stories that go nowhere and peter out to nothing.
If you’re looking for an emotional connection with the brand, try putting some emotion into your ad.
I write scripts my ECD, clients and even award juries love. While this isn’t horrible, it certainly wouldn’t go on my reel.
If you’d be stoked your agency did this, I’d seriously think about changing agencies before your basis set so low you can’t get a job in the mail room.
I’m sure the people working on this are capable of much better, especially Steve. But I think even he’d have to admit, this is really shit TV.
“I write scripts my ECD, clients and even award juries love.”
Wanker.
If the three Australians had genuinely never seen these things, then shoot the commercial for real instead of using multiple shots that show that that absolutely none of those moments were genuine.
Maybe that kid hadn’t seen an ice cream truck. But we never saw the actual moment, as the crew were presumably busy setting up the six or seven shots it took for her to reach it.
So a wasted opportunity for some real emotion.
Oh, and the 4K TVs start at $6,000 and range up to $25,000 – so no biggy there.
For such a shit ad havas are really defending this.
It’s a perfectly fine idea that every decent senior creative in this country has pitched at some point on everything from banks to beer to boiled lollies. Well done to the entire team for selling it in and putting it together. However, the hand of an unsure client is all over this one.
Why at 10.28 is right. The reason it’s leaving people cold is that the execution undermines the reality of the concept.
The pics are gorgeous but there are too many setups, the ‘moments’ feel staged, and the VO is horrible – explaining rather than story-telling. It lacks emotional engagement, and given the subject matter, that’s unforgivable. This is a brand talking to itself.
Should’ve let each of the three subjects tell their own story in their own voices and ended on a simple super.
Justin McMillan and Andy Holmes pulled it off with no budget and a bloody GoPro – though I guess they also had no client to bugger it up.