Published štvrtok, septembra 27, 2007 by Michal Pastier.
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Agency: DDB Brasil Country / City: Brasil / São Paulo Advertiser / Client: TVA Product: Qualidade Digital Creative Director: Sergio Valente / Julio Andery / Rodolfo Sampaio / Renata Florio Art Director: Rodrigo Bombana Copywriter: Edson Oda Illustrador: Sérgio Filho Account Supervisor: Fabio Lemos / Daniel Mariotto Advertiser´s Supervisor: Leila Cocito / Alessandra Barcala
Set to follow in the footsteps of the highly acclaimed "balls" and "paint", the latest advert entitled Sony “play-doh”, has been directed by award winning ‘Gorgeous’ director, Frank Budgen. Now that filming has wrapped up and the ad is in the post-production stages, Sony have been given access to the first behind-the-scenes teaser video which can be found at http://www.bravia-advert.com/. The short teaser allows us to take a glimpse of the New York set and a peak into how the play-doh bunnies were made, without giving too much away!
The idea is that much the same way Copper Jeans' seams and pockets are held inplace with metal rivets, broken bones can be reconstructed with metalpins and plates. Agency Bartle Bogle Hegarty Asia-Pacific thought the vintage x-ray treatment was cool, since it lets them show the jeans in a interesting way, without showingthe talent.
To communicate Ford Pickup´s attribute of softness on hostile surfaces, floor graphics were imprinted with cracks, snow and/or mud in various city streets. Next to them, a road signal with the copy:"This is how it feels, Ford Ranger"
Dr. Whippy is a machine that proffers soft scoop ice cream according to the perceived unhappiness level of the costumer. Employing voice stress analysis of the user’s answers to specific questions, varying degrees of unhappiness are measured and the counteractive quantity of ice cream is dispensed: "The more unhappy you are, the more ice cream you need."