Sony Bravia carries out a theme
Sony Bravia created buzz with its ad featuring brightly colored balls bouncing down a San Francisco street. This was one of the greatest hits on YouTube because the liveliness was so brilliantly rendered, intriguing and fun to watch.
The follow up was an ad featuring colored strings popping out over the Great Pyramid of Giza. The spot supposedly was intended to run in the Middle East, yet has become increasingly popular on the internet.
Bravia's most recent theme depicts thousands of Play-Doh bunnies, in every color imaginable, running rampant throughout a cityscape. They all join together into a single enormous rabbit, before coming to life.
The website features the advertisement and even has an in-depth "making of" video. The ad ingeniously explores the myriad color range of the Sony Bravia display and its other technical attributes.
It remains to be seen if these brands' follow-up efforts will garner the same viral attention their initial campaigns did. But there's no denying that each has uniquely capitalized on the past to try to affect the future.
With consumers watching fewer and fewer advertisements on television because of technologies like DVR and TiVo, marketers need to develop new and exciting ways to effectively target and engage their audience. The fact that advertisers like these are coming up with ads that people are choosing to watch and tell their friends about is proof the industry is evolving in the right direction.
When ads go viral, they cross the line from plain old advertisement to refined entertainment, not only getting the message across, but also forging a branding experience.
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Susan Schimmel is a freelance writer. Read full bio.
