I’m a huge fan of the Sony Bravia commercials that feature brightly colored randomness in public places (San Francisco bouncy balls, exploding paint barrels on old apartment buildings, claymation bunnies in downtown New York City). I’ve even reported on an apparently local effort for the same effect, colored string on a pyramid. But a good advertiser should know when it’s been “done” and move on to newer things.
Unfortunately this doesn’t seem to be the case. A new TV spot goes back to the big “balls” success, now attempting to wow its audience with streets filled with soap foam. People play in the foam. They photograph the foam. They get hit in the face with foam. And overall, the spot comes across as a dry attempt to cash in on past success.
It’s quite sad, really, but it’s a reminder to advertisers out there who are tempted to return to the same old ideas that worked before – a new idea only works when it’s new. Creativity doesn’t run out, people just get lazy. The last thing a client wants is an audience rolling its eyes and saying, “Next!”
Found on AdFreak.
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You do realize that this, like the Bravia commercials, are by the same company. I definitely concede your point on biting someone else’s idea, but in this case I think it’s more of a connection of the Sony camera commercials to the Bravia commercials. That and I really liked it. I think it works in this case. Thanks for showing me this.
Yep, I did realize that. My point was that the company seems a bit stuck on that concept. But maybe I’m just a bit jealous… I’d love to have a chance to play with the stuff they get to do. Thanks for the comment.