Petals burst forth from volcano to promote Sony's 4K TVs

Sony Bravia is promoting its 4K TVs in an ad featuring millions of brightly-coloured petals erupting from a volcano in Costa Rica and flowing down the slopes into a local village.

The ad goes live with a 30-second version airing tonight during Alan Carr’s 'Chatty Man' on Channel 4, while on Saturday 2 November, a 60-second spot will air during 'The X Factor' on ITV.

The ad was created by McCann London and was shot using no special effects. Instead, several tonnes of petals were sourced in the vicinity of where the ad was shot in Costa Rica. Sony’s new 4K TV screens boast eight million pixels, and so eight million petals were used in the ad itself.

Gildas Pelliet, Sony Europe’s head of marketing, said: "Sony is famous for creating iconic commercials. We wanted to create a visually impressive and artistic advert that best demonstrates what you experience with a Sony 4K TV – four-times the detail of current full HD TVs. The ad has a cinema-like experience with pin sharp images and dramatic scenery.

"When you watch the new ad on our X9 4K TV, you can really see for yourself the fantastic clarity in colour; thanks to the exclusive Triluminos Display technology.

The TV ad will be supported by press and digital activity; while cinema screenings of ‘Thor: The Dark World’ and the next instalment of ‘The Hobbit’ from 1 November until 9 January, will feature the ad.

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