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Sony Bravia 4K sets a new ‘purity’ benchmark for TV sets

Conceptualised by Hakuhodo Percept, the campaign for Sony’s new series showcases its superior resolution, akin to ‘gold’ standards

BestMediaInfo Bureau | Delhi | September 17, 2014

Sony-Bravia-TVC Click on the image to watch the TVC.

Sony has launched the Bravia 4K series in the highest resolution picture that it has ever produced - four times the detail of full HD. This means a TV viewer gets to see more on TV than ever before, with over eight million individual pixels (3,840 x 2,160), compared to about two million (1,920 x 1,080) on the current HDTV1. This unrivalled up-scaling ensures a display of images of a higher quality with stunning results. In fact, the Sony Bravia 4K series breathes new life into everything one sees with the phenomenal 4K (3,840 x 2,160) resolution, and is the ultimate viewing experience for the discerning consumer who wants to enjoy watching shows, sporting events, movies and also indulge in gaming.

Hakuhodo Percept’s TVC for Sony’s new series focuses on the 4K technology of the Bravia brand of television sets and positions it as the purest form of TV viewing technology - gold standard for television. The campaign idea was built around 4K being something that a viewer has never seen before.

The TVC showcases this through the concept of a jazz dancer immersed in gold, moving and swaying elegantly amidst gold. The jazz dancer is seen actually dancing in the air and as she swirls, the gold dust follows her and every detail shines through just like in 4K.

This unique visual is set against a contrasting black background such that the air jazz dancer is the only source of light in the film. The 4K benefits and features are aptly captured as she dances gracefully, swaying in the air to the music; tiny gold particles trailing in the wake of her swaying hands. More gold particles emanate from the rest of her body and follow her every move. The camera zooms out to reveal that the video of the floating golden woman is playing on a TV screen. A voice-over then comes on: ‘Pure details emerge with pictures and sound as pure as gold’.

Elvis Sequeira Elvis Sequeira

Speaking on the campaign, Elvis Sequeira, COO, Hakuhodo Percept, said, “The real challenge was to make 4K synonymous with the most detailed and purest picture. In other words, it is the gold standard. And to achieve this, we incorporated a literal rendition of the gold standard using a gold air jazz dancer.”

Sabuj Sengupta Sabuj Sengupta

Sabuj Sengupta, Executive Creative Director, Hakuhodo Percept, added, “We wanted to give people an experience of the unbelievable perfection and details of 4K in a unique way. The gold air jazz dancer, floating elegantly with her graceful jazz hands swaying, epitomises the brilliance of 4K.”

The TVC:

[youtube]https://www.youtube.com/watch?v=XEoY544uQ1c[/youtube]

Credits:

Client: Sony India

Brand: SONY Bravia 4K

Agency: Hakuhodo Percept

COO: Elvis Sequeira

ECD: Sabuj Sen Gupta

Copy Group Head: Tripti Kakkar

ACD Art: Pankaj Kumar

National Planning Head: Jayanto Banerjee

VP: Saptarshi Sen Gupta

Account Director: Shubhra Tandon

Production House: Kiss Films

Director: Luzian Schlatter

Producer: Dalbir Singh

Info@BestMediaInfo.com

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