Released: 30 October 2009
Sony is launching 'make.believe', a global brand initiative created by 180 Los Angeles, which seeks to merge the brand's entertainment and electronics divisions for the first time in the company's history.
The integrated campaign aims to demonstrate the partnership of creativity and innovation within the Sony brand. The ‘dot’ represents Sony, as the point where the two meet and work together to put the ideas into practice.
The tag line was first used by the brand in Juan Cabral's directorial debut for Sony entitled 'Soundville', by Fallon London, earlier this month.
The campaign breaks in the UK in November with a 60 and 90 second film running in cinema.
Murro is a good director, but this ad suffers from having to do too much. The "make.believe" positioning is weak compared to "like.no.other", too.
When will this kid learn that pressing those buttons is bloomin' dangerous?
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Project name “make.believe brand film”Client Andrew House Chief Marketing Officer, Susan Jurevics VP Corporate Marketing, SONY GlobalCopywriter Lee Hemstock, Dario NucciArt director Ben WalshPlanner Sebastian GunnewigProduction company Biscuit FilmworksDirector Noam MurroEditor Avi Oron
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