Sony BRAVIA First to Offer Unprecedented Access to "Behind the Scenes" Footage of the Next BRAVIA Advertising Campaign to host backstage gossip, interviews and video diaries of the shoot. The first viewing of the new "Paint" advert to launch online a week before it appears on TV.

Kingston upon Thames, United Kingdom, July 17, 2006 --( Responding to the warmth and enthusiasm received from the online community when the ‘Bouncing Balls’ advert went live last year, Sony BRAVIA is to share exclusive ‘behind the scenes’ footage, interviews and insights for its soon to be shot commercial. The first peeks backstage for the new advert, to be directed by Jonathan Glazer, will be available on from the 19th July 2006 as the shoot is progressing.

“Last year bloggers and members of online communities spontaneously sourced and shared the BRAVIA ‘Balls’ advertising information. This year, we want to meet that demand and return the compliment by sharing even more content with access to pictures and video footage,” says David Patton, senior vice president, marketing communication, at Sony Europe. 

Following in the footsteps of the recent behind the scenes content by filmmakers for King Kong ( and Superman Returns (, Sony BRAVIA hopes to create a similar backstage diary for the commercial. An industry first. 

The film crew will be the core contributors on Alongside video diaries of the commercial shoot, the team will provide interviews and commentary from the set. Written blog entries will be complemented with images that enthusiasts can download and link to. 

Leo Ryan, business director at Tonic, the digital agency behind the Sony BRAVIA advertising site, comments: “The ‘bouncing balls’ ad was so beautiful that you couldn’t help but want to find out if it was real. And clearly comments from a large number of web users reflect the community’s delight that indeed thousands of actual bouncing balls were tipped down a street in San Francisco. 

“We want to do better this time and give people the chance to see the advert being made, as it is made! We just want to share some of the inspiration and some of the boredom of a shoot – giving fans an insight into a genuine TV commercial shoot in a way that they too can share and enjoy.” 

The ‘Bouncing Balls’ commercial piqued curiosity late last year and online enthusiasts’ comments included… 

“It's beautiful: the music is great, the concept is genius and the result is damn cool. I wished to be there when they made it, it had to be super fun,” from Bibi’s box 

“You know the Sony bravia advert? The one where millions of bouncy balls are let loose on San Francisco. An amazing bit of cgi? Wrong! They actually tipped hundreds of thousands of bouncy balls down the hill! Definitely one of the best ads in ages, very inspirational.” Marine girl - 

The new advert will use paint to illustrate the Sony BRAVIA LCD TV’s ability to recreate true-to-life colours. The highly anticipated commercial will be streamed online a week before it is released on TV. 

The music for the new commercial, loved by the online community last time, will also be made available on 


Editor’s notes 

Sony BRAVIA ‘Balls’:
• Over 7 million views of the advert and related video content on third party sites
• Over 1 million views of the advert and related video content on
• 8000 sites linking to BRAVIA -advert, including over 2800 weblogs

BRAVIA-advert – number one result of Google search for BRAVIA as a result of the blog

About Sony:
Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to be one of the World´s Leading Consumer Brands. Sony recorded consolidated annual sales of EUR 54.96 billion (yen 7,475 billion) for the fiscal year ended March 31, 2006 and it employs approximately 158,500 people worldwide.

In Europe, Sony recorded consolidated annual sales of EUR 12.61 billion (yen 1,715 billion) for the fiscal year ended March 31, 2006, based on an average market exchange rate for the same period of yen 136 to the EUR. Sony Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is responsible for the company's European electronics business and registered consolidated sales of EUR 8.22 billion (yen 1,118 billion) for the fiscal year ended March 31, 2006.

For more information on Sony Europe, please visit and

About Tonic
Established in 1998, Tonic is an independent creative agency specialising in digital design and marketing.

With clients that include Sony Europe, PricewaterhouseCoopers, Viacom Outdoor & London Fashion Week, Tonic creates, communicates and promotes brands using a broad range of digital media.

Recently Tonic launched a new venture, Tonic Vision to focus specifically the Outdoor Digital market.


Katy Howell
immediate future Ltd.
0845 408 2031
Katy Howell
0845 408 2031