Alice Cooper asks viewers to trade in their old TVs, not throw them out in Sony Bravia ad

LONDON - Sony UK has drafted in rock star Alice Cooper for an ad campaign encouraging consumers to trade in their TV sets before the switchover to digital-only broadcasting in 2012 renders them worthless.

Alice Cooper
Alice Cooper

Breaking this Friday, the campaign promotes Sony's offer of up to £150 to spend on a new Bravia TV in return for consumers' old sets. Cooper is shown in the ad explaining why trading in a TV is preferable to throwing it out of a window, a practice traditionally associated with rock stars.

The campaign was created by TBWA\London, which was appointed to the brief following a pitch against Fallon.

The ad will run in the lead-up to the August Bank Holiday before appearing online.

The promotion comes as the British Retail Consortium urges the government to create a scrappage scheme for domestic appliances similar to the EU programme that offers discounts on new cars to consumers who trade in vehicles that are at least 10 years old.

Sony's UK and European advertising business, handled by Fallon, is under review.



Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why your iPhone is killing your creativity

Every day, the insatiable parasite that is your smartphone makes you worse at your job, writes a group creative director at Ogilvy.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published