THE BRIEF: Persuade people it's worth shelling out for a new LCD TV
THE BRIEF: Persuade people it's worth shelling out for a new LCD TV
THE SCHTICK: Different coloured paints are fired all over a drab-looking estate, in the style of an orchestrated firework show. A clown with orange hair runs through the estate, setting off a climax in which a tower block has a "reverse demolition" as paint explodes all the way to the top, resulting in a delicious sounding rain of paint.
THE SCHTICK: Different coloured paints are fired all over a drab-looking estate, in the style of an orchestrated firework show. A clown with orange hair runs through the estate, setting off a climax in which a tower block has a "reverse demolition" as paint explodes all the way to the top, resulting in a delicious sounding rain of paint.
THE BREAKDOWN: Sony's 2005 advert "Balls" was a major event in advertising. It was a major event in San Francisco too, since the company decided not to use computer-generated graphics to create the effect of a quarter of a million balls bouncing through the city's steep hillside streets - it decided to use real balls and real streets.
THE BREAKDOWN: Sony's 2005 advert "Balls" was a major event in advertising. It was a major event in San Francisco too, since the company decided not to use computer-generated graphics to create the effect of a quarter of a million balls bouncing through the city's steep hillside streets - it decided to use real balls and real streets.
A good deal of chin-scratching must have gone on when it was decided to make a follow-up. What new interpretation could be used? Bouncy balls in another setting, perhaps? Or a different item in San Francisco? Or perhaps, like Honda which has had an amazing run of memorable adverts (interconnected machinery in Cogs, Hate Something Change Something, moustachioed driver graduating from scooter to hot air balloon, a choir replicating the sound of a car), follow something excellent with something completely differently excellent.
A good deal of chin-scratching must have gone on when it was decided to make a follow-up. What new interpretation could be used? Bouncy balls in another setting, perhaps? Or a different item in San Francisco? Or perhaps, like Honda which has had an amazing run of memorable adverts (interconnected machinery in Cogs, Hate Something Change Something, moustachioed driver graduating from scooter to hot air balloon, a choir replicating the sound of a car), follow something excellent with something completely differently excellent.
Paint jobIn the end it was decided to keep the original theme, but to use neither balls nor San Francisco - hence 70,000 litres of paint, mortars, bottle bombs and 1,700 detonators redecorating Queen's Court in Glasgow's Toryglen estate.
Paint jobIn the end it was decided to keep the original theme, but to use neither balls nor San Francisco - hence 70,000 litres of paint, mortars, bottle bombs and 1,700 detonators redecorating Queen's Court in Glasgow's Toryglen estate.
Jonathan Glazer, the man who created horses running through the surf for Guinness, directed the advert which was filmed in July this year with a cast of 200 people (only one of whom, the clown, is seen in the finished product).
Jonathan Glazer, the man who created horses running through the surf for Guinness, directed the advert which was filmed in July this year with a cast of 200 people (only one of whom, the clown, is seen in the finished product).
Other nearby buildings were covered with tarpaulin to prevent them getting spattered with paint, and trips to the seaside and discos were laid on for residents who suffered disruption. Cranes, wires, firework experts, massive tanks of paint - they were all used and all carefully eliminated from the final film to show a seamless celebration of colour. We all now know what an explosion in a paint factory would look like.
Other nearby buildings were covered with tarpaulin to prevent them getting spattered with paint, and trips to the seaside and discos were laid on for residents who suffered disruption. Cranes, wires, firework experts, massive tanks of paint - they were all used and all carefully eliminated from the final film to show a seamless celebration of colour. We all now know what an explosion in a paint factory would look like.
It took 60 people five days to clean up, though only so much cleaning would have been needed - the buildings were vacant and scheduled for demolition. The paint, Sony points out, was water-based and environmentally friendly.
It took 60 people five days to clean up, though only so much cleaning would have been needed - the buildings were vacant and scheduled for demolition. The paint, Sony points out, was water-based and environmentally friendly.
DripsJose Gonzalez's cover of Heartbeats, the soundtrack to Balls, became a hit after that advert; in choosing Rossini's Thieving Magpie for this advert, the temptation to follow that part of the formula has been resisted. To many the Rossini will sound like a playful bit of mischief - to others it will have the sinister echo of Kubrick's A Clockwork Orange, where it accompanied a slow-motion fight in an opera house.
DripsJose Gonzalez's cover of Heartbeats, the soundtrack to Balls, became a hit after that advert; in choosing Rossini's Thieving Magpie for this advert, the temptation to follow that part of the formula has been resisted. To many the Rossini will sound like a playful bit of mischief - to others it will have the sinister echo of Kubrick's A Clockwork Orange, where it accompanied a slow-motion fight in an opera house.
Paint, as this advert is known, does achieve that most important of goals in the modern TV-watching environment - it's advert you're pleased to watch. Though is there a sense of anti-climax that all this effort has gone into an advert for a TV? Though undoubtedly a marvellous feat of staging and creativity, it does not seem quite the exuberant equal of the San Francisco feat. It will be for Sony to judge whether its reported £1m in filming costs will translate into sales.
Paint, as this advert is known, does achieve that most important of goals in the modern TV-watching environment - it's advert you're pleased to watch. Though is there a sense of anti-climax that all this effort has gone into an advert for a TV? Though undoubtedly a marvellous feat of staging and creativity, it does not seem quite the exuberant equal of the San Francisco feat. It will be for Sony to judge whether its reported £1m in filming costs will translate into sales.
Bouncing balls in CaliforniaWhat is really fascinating about this advert, though, is the life it has taken on beyond the mere gaps between TV shows.
Bouncing balls in CaliforniaWhat is really fascinating about this advert, though, is the life it has taken on beyond the mere gaps between TV shows.
Through a bit of cunning, this advert has had a viral existence on the internet for some months. Snippets of information and photographs have been released by the company. People have put their own photographs on Flickr, even their own films on YouTube (see internet links), and blog entries about it are legion. The advert has its own website, where you can watch it in high-resolution, download it to your iPod (or Sony PSP, perhaps), and watch a DVD-style behind-the-scenes video.
Through a bit of cunning, this advert has had a viral existence on the internet for some months. Snippets of information and photographs have been released by the company. People have put their own photographs on Flickr, even their own films on YouTube (see internet links), and blog entries about it are legion. The advert has its own website, where you can watch it in high-resolution, download it to your iPod (or Sony PSP, perhaps), and watch a DVD-style behind-the-scenes video.
This makes a certain amount of immediate commercial sense - the kind of people who will be engaged by this online presence may well be buying new TVs - but perhaps it will also become standard practice for all kinds of advertisers in trying to get more bang for their buck.
This makes a certain amount of immediate commercial sense - the kind of people who will be engaged by this online presence may well be buying new TVs - but perhaps it will also become standard practice for all kinds of advertisers in trying to get more bang for their buck.
In which case, good news for people who like good adverts.
In which case, good news for people who like good adverts.
Ad Breakdown is compiled by Giles Wilson
Ad Breakdown is compiled by Giles Wilson
Add your comments on this story, using the form below.
Add your comments on this story, using the form below.
I watched this one last night - beautiful! Much more enjoyable than the vast majority of adverts these days. I shall look forward to seeing it again many times. However it probably will not make me buy a sony TV!Tessa Beeching, Bristol
Of course you'll be looking at this on your existing television, so the colour or quality of the Sony screens you see on the ad can only display as well as the set you own already!David F, Tonbridge, UK
I loved the pics. The one labelled Drips is my favorite. It speaks to my heart.Marna, austin, tx usa
What this ad says to me is, why have the natural world when you can have an artificial, gaudy, blindingly coloured one instead? It makes me think we need to build a more colourful world instead of buyng a TV. Ironically, it also tells me that the advertiser clearly doesn't care about damaging trees, which DO make urban life less drab!Jon, Macclesfield
I saw this the other evening and thought it was a great advert - I didn't immediately make the connection with the 'balls' advert and, just like that one, my immediate reaction was that it was all computer graphics. I think the reason that both adverts have had such an impact is that it would have been impressive as an animation, but the fact someone actually thought it all through and then did it for real is just fantastic!David, Bristol, UK
I happened to have seen this ad last pm for the first time, I thought that the images were not appropriate and indeed could belittle what occured in USA Twin Towers. The possibility of another terrorist attack in UK is thought to be very high at present, since our country appears to be the main target currently. Who could have not made the connection here. Further more, the community in Aberfan is remembering the catastrophic loss of a generation of children that were wiped out by a collapsed building and the remains of industry slag. Which 'team' dreamed up this non-innovative peverted approach?Eirlys Jones, Carmel, Llanerchymedd, Anglesey, North Wales.
Only seen it once and definately the best commercial since the 'smash' ads. Now I know it's real makes it even better. Best advert in 20 years.Kieran, Middlesbrough
Brilliant stuff!! Generally far better than the programmes that surround the ads!Best regards,Peter Voce, Bransgore, NEW FOREST, England
Sony are true pioneers with these adverts, it is a pleasure to watch indeed, as a creative in the industry i can only think now how they gonna top this one?time will tell...keep em coming.neil, Wigan
I have seen this advert several times, and as soon as I saw the headline knew which one you were discussing... however it fails abysmally as although I can describe the visual images I still cannot remember which company or product it is supposed to present!!!Megan, Cheshire UK
'undoubtedly a marvellous feat of staging and creativity' - really? I didn't think it was particularly good.PJ Bradley, Leeds, UK
I love love loved the balls advert, and the accompanying music - such a beautiful advert to watch, it generally put the programme you were actually watching to shame. I wonder if the frog was just very very fortuitous timing...?Somerset, London
There will be people who criticise the cost and argue that the money could have been given to charity or put to some other use. But I say well done to Sony for making the effort to entertain and amaze its audience, and pushing the boundaries to create something fresh. Oliver, Manchester, UK
Fantastic advertAngelina Rose, Oxfordshire, UK
Black & white seems an age away but in reality, it wasn't that long agp.David R, Port Talbot
There is too much advertising which clearly has no thought put into it whatsoever so I think it's great to see some creativity put into this effort. The "Balls" advert was fantastic - uplifting, beautiful and capable of generating conversation. Advertising should aim to be inspirational, not just to ram a tawdry commercial message into our heads. Sean, Edinburgh
Well, their £1M just got some free publicity from the BBC. I would hope people marvelling at the colours in the ad realise they already have a perfectly good TV and so don't need a new one.Ian, London, UK
I fully support the use of stylish adverts such as this and "Balls" by Sony as it provides a welcome change from dull actors getting over enthusiastic about products. You can't call that art.Curran McKay, Ballymena, UK
Is there anything in it that both of these adverts seemed to be first released during the football. It might not be its premier showing but they showed both "Paint" and "Balls" at half-times long before it was on other Sky or terrestrial channels.Simon, Cambridge
This advert is amazing. As good as the San Francisco one if not better. The amount of time, effort, planning and creative thought that has been put into the recent Bravia campaign is fantastic. A joy to watch, a shear celebration of colour.dave, colchester
I like the 'Paint' advert for its' apparent simplicity 'throw a load of paint over some buildings'. I had always believed until reading this article that 'Balls' was computer generated and thought less of it because of that, 'clever but so what' it has gone up in my estimation - clever old Sony.Chris, Bedford
I always knew the adverts were better than the programmes - that's why I gave up watching TV! It looks like I might have to renew my licence if the ads are getting this good...lesleymary, Amersham
Is it just me, or does it seem like a bizarre idea to spend £1million creating a real-life advert that looks like it's been computer generated?Martha Hampson, Bristol
"Balls" is one of the greatest ads I have ever seen (I'm quite the ad fan). When I first saw it, I was a little disappointed as it appeared that the ad had been made using computer graphics. However, this disappointment quickly evaporated when I found not long after (from the official website) that real balls had been used. The Tango advert that spoofed it was also a brilliant ad. The use of Jose Gonzalez's cover of Heartbeats was an inspired choice. A wonder example of stunning visuals married with beautiful music (Honda's moustachioed driver ad being another fine example). Being able to access these ads on the Internet is a wonderful development, as sometimes these 30 second (or so) films are much better than the programs that bookend them.DS, Bromley, England
I had not heard anything about this advert before seeing it for the first time on television this week - I was walking out of the room and it made me stop and watch in admiration. Its just a shame that I was so disappointed to find out it was advertising a television - great ad but for the wrong product in my opinion!Steve Jones, Wrexham
How fantastic, artistic, flamboyant and amazing. And environmentally friendly too. One day they may show starving people being fed and housed...now wouldn't that be a first?David, Sunderland
I don't know if this makes me want to go and spend a lot of money on a TV i don't need but i did see the ad last night and thought it was brilliant. SONY have proved time and time again (especially with the PS2 adverts) that you don't need a cheesy spiel or annoying and patronising voice-overs to sell your products.Lewis, Portsmouth
Brilliant advert, unique, cimpelling, exciting- However I ask myself about the amount of wastage this may have caused - paint and cleaning products needlessly washed into our already overflowing polluted sewer systems. Computer Grahics may have cost more dollars, but would have saved the waste and pollution. Why should the average householder think twice about recyling when we let multi nationals destroy our environment for a gimmicky ad?Louise Gilbertson, Hampshire
Saw the advert for the first time last night and then read this article today. I'd assume, on watching it, that it was some kind of fancy, computer generated graphics animation (as I'd also assumed with the rubber balls, until I read different here). To realise that it was not and was actually staged I find strangely impressive. I'd even go so far as to call it art :)Bill Gribble, Gloucester, UK
The advert was eye catching, engaging and surprising. Wow - I actually enjoyed watching an advert! The previous one was more peaceful, slightly less exciting / dramatic.Both were very good.Paul B, Linwood, Scotland
A really impressive advert that's visually stunning. I'm amazed that it actually used real paint and explosions rather than CGI. However, I still won't be shelling out a grand on an LCD TV - the ad looked just great on my old cathode ray tube!Steve, Bristol, UK
Sony set a standard with the 'Bouncy Balls' advert; the first impression was it was done with computer graphics, but when people found out it was all real, the advert took on legendary recognition. The new advert is good, and again first impression is it must be CGI. But it's not quite the complete package of its predecessor. That was a hard act to follow..Ian, Poole, England
A really enterntaining advert - imagine putting Mr. Bean in charge of urban renewal.Mike, Edinburgh
Was that 60 days to clean up prior to filming! These - due to be demolished - flats looked good! It looked real compared to the Bouncy Balls in San Fransisco. Aileen McColl, Glasgow
Great advert. Only thing is I thought it was advertising paint! Only at the end did the real product beome apparent.Malcolm, MK, UK
First time I saw this advert was on my new LCD TV (Not a Sony), and I thought it looked amazing quality, then I watched it on my old 21" tv in the bedroom and it looked very poor, just goes to show you don't need a Sony TV for it to look good!Paul Gibson, Bristol UK
I think the 'balls' advert is amazing and the 'paint' one sounds good to. The problem is I could never remember what product the 'balls' advert was for. As a visual and audio experience it is very effective. As an advert I don't think it is quite as successful. I even thought it was for a paint company, due to all the colours. Now they've made an advert using paint it only adds to my theory. Sarah Wallace, Leeds, England
Genius. Absolute genius. I sat motionless last night watching this on the television just waiting to see what exactly it was advertising. Slight disappointment that it was for a TV but a stunning ad none the less.Andrea, Flitwick, Beds
A theatrical ¿demolition¿ and a clown. Is Sony making a subtle comparison to George Bush and the Twin Towers? Dominic Faraway, United Kingdom
Oops, sorry Sony, I was convinced those bouncing balls were computer-generated until a few minutes ago.Rob Keenan, Poole, UK
Reading the article I was shocked to learn that the 'balls of San Francisco' were real, I had just assumed they were cgi like everything else, and now this? I think its such a wonderful idea and a beautiful vision. There is so much cgi these days that people have forgotten how spectacular 'real' art can be. Its a shame the site is going to be demolished, because I know I wouldn't mind seeing the row of semi-detached houses I live in being splattered with rainbow colours. Its adverts like these that make ad-breaks worthwhile.Kate Coughlan, Bexleyheath, Kent
Absolutely brillian advert. It never ceases to amaze me how the ads get better and better and how someone gets these wonderful ideas and brings them to life. Some of these ads are better than the tv programmes. carolyn baker, swindon
I'm on Sony UK's e-mailing list. Given their recent problems recalling 8,000,000 potentially explosive laptop batteries from several PC vendors (http://news.bbc.co.uk/2/hi/business/6065106.stm), you can imagine my surprise this week when they did an e-mail shot for their Bravia TVs with the subject "Are you ready for the big bang?"Marcus Edwards, Amsterdam, Netherlands
What a amazing advert, this is what we need more of! A bit of fun, instead of all the doom and gloom we have at the moment.tracy, United Kingdom
