New Sony Bravia Commercial (not)

by alphamonkey on April 3, 2008 · 4 comments

in Commercials,Short Film,Uncategorized

Kobayashi* pulled a fairly effective bit of self-promotion a few months back by releasing a video into the wilds of the internet with the tag ‘new Sony Bravia Commercial teaser’, which managed to get picked up by a number of blogs (who didn’t do too much checking on the link, apparently), but he’s since come clean and admitted that the commercial (which you can view in full here. note: big file, so be ready to wait) was really just a spec job done to pad out his director reel.

While I certainly can’t begrudge a young director some clever self-promotion, I gotta say: If you’re going to make a fake Sony Bravia commercial, it had better be pretty damn astounding. Sadly I can’t say this holds up. Considering the real deals are high budget endeavors (and sometimes technical achievements in their own right – see the Relate-o-Tron list for examples), that’s just too high a bar to set for a self-funded (and self-made) spec spot.

I’ll let our resident production guru, Andy, weigh in on the technical shortcomings, but for me it’s just a matter of a) being too derivative of the Play-Doh spot, b) trying to mask the tech budget by never giving you long shots of the colorful jelly rabbits, and c) feeling hurried and rushed (as opposed to the slo-mo color pr0n effect that Bravia spots normally go for in order to showcase the awesome).

So well done on the self-promotion, but a mighty big ‘meh’ on the actual effort.

*When did we get to the point where directors needed to have single word names that are only slightly less lame than 90’s era comic book villains? Kaos and McG, I’m looking at you.

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  • Director Kobayashi

    Hi Alphamonkey*,

    I get your point about the production value of my spec.
    In fact I know really well how much efforts and work is behind a real Bravia campaign…

    And in fact a lot of people liked the original twist on the bunnies theme.
    Also I wanted them to express their emotions and personality, not just their colors… who cares if they are made in CGI or in clay…

    Anyway thanks a lot for the ad!!! 😉

    *When did we get to the point where bloggers needed to have single word names that are only slightly less lame than 90’s era comic book villains? Kaos and McG, I’m looking at you.

  • andy cochrane

    Now now, criticism can be hard, but it’s how the internet works, so no need to get too hurt here Kobayashi. In a moment I will explain why you have earned both your negative and positive reactions. Here are my thoughts:

    When I saw this ad on SwissMiss (a blogger who did not do as much digging as the intrepid Alphamonkey almost always manages to do, but whom you have since corrected), it was presented as a new Sony Bravia ad, not a spec spot. I had this to say:

    “I have to say, as a HUGE fan of the Bravia commercials- this is far below their normal quality level. The commercials seem to be on a downward slide from SF bouncy ball and apartment block paint explosiveness to this, with the claymation bunnies and thread on the Pyramids on the downward part of the slope. Bravia commercials are about REAL color in beautiful motion, this CG piece is bland and uninspired by comparison. That said, I am eager to see the foam party one they filmed recently and hope that it will be a return to former glory for the brand. I sound bitter because I am- this is one of my favorite series of commercials of all time, and seeing it slipping into generic territory like this makes me sad.”

    I stand by that statement, but I will make a retraction, then I will reassert my criticism. I was not aware that this was a spec spot. As such, great work- it must have been a lot of work, and for nothing but sweat equity [hard work] it is very good. I applaud you for making this! I am sure you will make more great spots in the future.

    Now I reverse back to my original stance. You pushed this out there as a real Bravia ad. You tried to sell it as the next in a line of amazing, groundbreaking commercials:

    “I also decided to follow the marketing strategy of the brand, landing this teaser on Youtube. I then sent emails to the press and the blog community, just including the link to the video on YouTube. The subject was really cryptic “New Sony Bravia teaser???””

    You tried to pass your work off as the real thing, you tried to trick everyone, so you deserve to have your work viewed not as a spec spot but as a sub-par Bravia ad. If you had been more honest, you would not have gained as wide an audience, and I am sure what you did was in your best interest as an artist. I am positive that what you did will directly lead to you getting work, and that it was the “right” thing to do (from your position). But this ad is far below the Bravia standard, and instead of praising it, Alphamonkey and I have decided to treat it like a real Bravia ad, and criticize it accordingly.

    So there you go- negative-positive-negative criticism all in one comment.

  • .alphamonkey.

    “Also I wanted them to express their emotions and personality, not just their colors…who cares if they are made in CGI or in clay…”

    Well, I still give you points for doing this on spec and your own time, but that sentence really stood out for me. If you were trying to show you were capable of making a Sony Bravia ad (setting aside resources, etc), then I have to say: You failed. Clever premises aside, the entire point of those Bravia ads is the color. The means with which it’s conveyed (be it balls, thread, bunnies, or an exploding paint bomb) is secondary to that first point. They’re trying to show just how bad-ass and mind-blowing the color quality is on their display, so absolutely everything about an ad of that type has to flow from that starting point.

    Were I looking at a director to film a spot for my product, that’d be something that would matter a great deal to me. Just a little constructive crit for ya.

    But otherwise, kudos on a successful market grab, even if I don’t agree with th method or result

  • andy cochrane

    Seconded. It is a commercial. For a TV. The selling point of which is its amazing colors. The whole point of the Bravia campaign is color in motion.

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