Sony Australia smashes mirrors in new national camera campaign via Havas Worldwide Sydney
Sony Australia declares mirrorless cameras are the future with its new ad campaign from Havas Worldwide Sydney.
Launching this week across broadcast, digital and retail channels, the campaign aims to build awareness of the benefits of Sony’s mirrorless camera technology, and its ability to offer the same professional picture quality as DSLRs, minus the added weight and bulk traditionally required to house an internal mirror.
While filmed in Namibia, the new ad marks Sony Australia’s first locally produced television campaign for its award winning Alpha camera range. The 30 second TV commercial, which debuts on-air this Saturday, will appear on networks including Seven, TEN and Eleven.
The campaign shatters the myth that DSLR style cameras are the go-to models for professional and amateur photographers a-like; highlighting that mirrorless is the way of the future. The Alpha range includes the world’s smallest, lightest 35mm full-frame interchangeable lens cameras (α7 series) and the world’s fastest autofocus in an interchangeable lens camera (α6000).
Says Sam Williams, head of marketing communications at Sony Australia and New Zealand: “We wanted to make a statement with this campaign, and end the misconception that large-format DSLR cameras are the only way to achieve high-end photographs. This is an exciting moment for us as we confidently embrace the future of photography and draw attention to Sony’s mirrorless technology. We look forward to seeing how consumers respond.”
Says Tim Green, executive creative director, Havas Worldwide Sydney: “This campaign centres around what Sony removed to take photography forward. The mirrorless technology in Sony’s new Alpha range will transform the category and render the DSLR’s hold on high-end photography a thing of the past. This is a beautifully simple and powerful line drawn in the sand.”
Creative Agency: Havas Worldwide Sydney
Executive Creative Director: Tim Green
Creative Directors: Seamus Higgins & Stuart Turner
Group Account Director: Brent Kerby
Senior Account Director: Steve Osaer
Account Manager: Lawrence Pretty
Head of Design: Darren Cole
Creative Services: Warrick Nicholson, Chris Hulsman
Head of Broadcast: Monique Pardavi
Production Company: The Sweet Shop
Director: Noah Marshall
Producer: Tony Whyman
Executive Producer: Edward Pontifex
Managing Director: Wilf Sweetland
DOP: Jamie Ramsey
SPFX: Max Poolman
Editor & Company: Tim Mauger, The Butchery
Post Production: Beryl, Auckland
Original soundtrack: Elliott Wheeler, Turning Studios
Sound Design: Abby Sie, SongZu
Media Agency: OmnicomMediaGroup
Public Relations: Hausmann Communications
28 Comments
Haven’t seen something as simple and powerful as this for a while. Nice one Havas. Beautiful shots Noah.
Doesn’t smashing a mirror come with 7 years bad luck?
Beautifully shot and the track is perfect.
Beautiful pics. Very irritating soundtrack. I would be flicking this over after the first watch if not immediately.
Beautifully shot. Horrible, screamy soundtrack.
How did they clean up all the glass?
Build awareness of the benefit of the camera?
I thought the fact it has no mirrors is a feature.
The benefit is that it’s lighter, which isn’t shown here.
Nice work Seamus and Stu. And nice pics Noah.
I agree beautifully shot but…. do we not have just as beautiful landscapes here in our own back yard? The music bought nothing to it… wish I had hit mute by the end.
Too many words.
Corny as hell. Terriblly chessy track.
Nicely shot yes, but it looks like they also removed the planner from the spot too.
mirrorless is old news though isn’t it?
Is this the 90s?
Not that there’s anything wrong with that, I love those ads from the 90s. Nice, surreal visuals with 90s budgets to shoot them in camera, then a horrible grade to make them look all like a film clip off U2’s Achtung Baby.
But the music is godawful and doesn’t suit the spot at all, I’m surprised someone as talented as Elliot turned that out. Must have had a gun to his head.
Chrysler Sigma launch, early 70’s. Mirror smashed in desert setting…
@Where’s the planner?
Bit jaded, hey?
Are they just talking to themselves…Almost anyone up on cameras should know this technology has been around for quite a while…
Awesome! Beautiful shot and love the music, certainly not expected but works really well.
Not very good.
That is pretty bloody epic by all accounts. Love the music, or hate it, it’s certainly putting itself out there. Isn’t that what advertising is supposed to do?
bluergh…horrid music. that’s not soul, that’s shrieking. enough hype with turning ok.
Love it!
Did the South African creatives just want to throw some work to their old mates? Maybe it was the Mad Max trailer or production rebates. Australia has plenty of beautiful landscapes. Nearby New Zealand does too.
https://www.dropbox.com/s/nbir1oce7p4mc4c/Screenshot%202015-05-10%2015.27.55.png?dl=0
Won everything a few years ago.
Great work guys. Simply brilliant.
Link doesn’t work
ordinary.
Smashing work geezers 😉
Lovely simple idea, beautifully executed. Well done.