Fallon produces £70m ads for Sony in Europe

Fallon is to unveil its first work for Sony Europe in a £70 million pan-European integrated extravaganza that seeks to encourage consumers to view the electronics giant in a warmer light by introducing the strapline: "You make it a Sony."

The work, set to break in June, is one of Sony's biggest ever pushes in Europe. The first tranche of TV, poster, press, radio and internet ads will be adapted to local markets using specially developed software. Media planning and buying is being handled by OMD Europe.

Two 40-second ads showcase the Sony Wega home cinema, and feature Hollywood technicians who arrive on the doorstep to thank the owner for watching their work on such high-quality equipment.

They were written by Ed Edwards, art directed by Dave Masterman and directed by Ringan Ledwidge through Harry Nash.

Another set of three 30-second spots is designed to reflect the ease with which Sony's products can be used either alone or together, and show impromptu photo opportunities in everyday life.

In one, a man sitting in a restaurant seems to have a tail, until he gets up from the table to reveal a dog behind him. Another shows a museum guard who looks like he is about to be clobbered by a statue holding a baton. Each moment is captured by Sony's Cyber-shot digital camera. The ads were written by Simon Roseblade, art directed by Glen Gibbins and directed by Steve Reeves through Another Film Company.

The print ads, set to run in all mainstream media, describe the product's built-in features as well as an element that only its owner could add: while a digital still camera has a special lens and good resolution, it won't get up at 4am to capture the sunrise.

Sony Europe's marketing communications director, Tim Kaner, said: "When you have such an innovative, evolving brand as Sony, it is crucial not to race ahead of your customers, as you may lose a level of intimacy that has taken years to develop. This campaign will help everyone to understand that it is the people who use and enjoy our products who make them what they are. We are sending out a clear signal about how people can get the most out of our products."

Fallon won the pan-European Sony account in November 2002 following a pitch against Wieden & Kennedy, Abbott Mead Vickers BBDO, Bartle Bogle Hegarty, Rapley Smith & Jones and the incumbent, Saatchi & Saatchi.

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