Cybershot commercial

Thursday, December 7th 2006 - 01:18 CET - Comments: 0

S ony Ericsson today kicks off its global marketing campaign for the new Cyber-shot phone with the launch of ‘Never Miss a Shot’, action-packed TV commercial starring top female tennis players Ana Ivanovic and Daniela Hantuchova. The commercial will be supported by an integrated global press and print campaign, point-of-sale, digital and viral marketing activities. ‘Never Miss a Shot’ focuses on a tennis match across the rooftops and skyscrapers between Ana and Daniela. The game begins when a sunbathing Daniela hears a tennis ball being hit by Ana on an adjacent rooftop; she immediately leaps up from her sun bed, grabs her racket and runs to return the ball, the match begins and a dramatic rally unfolds.

Sony Ericsson Cyber-shot commercial

The city's ‘roof-scape' becomes the girl's tennis court as they find themselves leaping from building to building, using the edges of the roofs as a base line and volleying over nets made from roof top advertising signs. A man in a nearby office block talking on his Sony Ericsson Cyber-shot phone looks out the window to see Daniela leaping down from the building above; he captures a dramatic image with one click of his phone. The advanced Cyber-shot camera module inside the phone means he gets the perfect picture and his colleague can't believe he missed out on such an amazing photo opportunity.

 

Sony Ericsson K800 - Never Miss a Shot

‘Never Miss a Shot' will be broadcast in 60, 30, 20, 15 and 10 second ad bursts. The commercial, breaking on TV first in Hong Kong (July 5), will then roll out world-wide over the next three months. The agency behind the TV advertising is BBH; John Hegarty personally penned the script.

 

Sony Ericsson Cyber-Shot - Advertising explanation

Director, Tom Hooper explains the creative behind the advertising; "This advert is about freedom to do what you want in life, taking away the rules and living it to the full. Tennis is a game normally constrained to a court, we took away those boundaries and let the game go where it wanted."

 

 

Sony Ericsson K800 - Freedom to be totally mobile

Dee Dutta, CVP and Head of Marketing for Sony Ericsson explains "The freedom to be totally mobile, constantly in-touch and able to take and share quality pictures anytime, anywhere, is what the new Sony Ericsson Cyber-shot phone is all about. Rooftop tennis is about challenging people's current perceptions of tennis as a sport bound by courts & nets and at Sony Ericsson we want to challenge consumers to think more innovatively about how they can use their mobile phones. This commercial also celebrates our association as the title sponsor of Sony Ericsson WTA tour."

 

Sony Ericsson CyberShot - BestPic technology

The Sony Ericsson Cyber-shot phone is unique; no other camera phone on the market has an integrated Cyber-Shot camera module combining all the features found in a dedicated digital camera. Sony Ericsson's BestPic technology makes sure you quite literally ‘never miss a shot' by offering nine full quality 3.2 megapixel pictures from one click of the shutter. The camera takes four pictures before and four after the captured image, with all nine captured images displayed as icons on screen so users can scroll through the images and save the best one.

 

Sony Ericsson CyberShot phone - Xenon flash

The print and outdoor advertising campaign builds on the ‘Missed shot/Cyber-shot phone' creative; featuring near miss photographs compared to the perfect shots taken by the Cyber-shot phone thanks to it's Xenon flash, auto focus and other key camera features. These creative executions will be rolling out from July 5 in key Sony Ericsson markets around the World