About this advert
Sony Bravia - Bouncy Balls!
24 October, 2007
Charlotte and Georgie's view
Effective advertising is dependent on being able to 'attract attention, generate interest and educate the target audience about the product and its positioning'(Aaker et al, 1992). nThe nature of this creative was, and remains innovative for both its category and advertising in general. This is so much so, that the audience's attention is captivated and interest is generated through trying to rationalise the ad - what is being advertised, since nothing shouts out that this is a technology based product. nThis puts an entertaining, interesting and captivating spin on a potentially boring category. nAll in all, the creative execution of this ad maintains curiosity long enough for Sony to deliver their message. We don't learn who the advertiser is until the last second, but we don't really care, as the curiosity created makes the viewer temporarily forget that they are wathing an ad. nWe think this is an asset for Sony as the nature of this ad prevents them from being viewed as an 'interruptive' communicator - a problem facing TV advertisers today n
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