Drones used to capture close-up fireworks images for new Sony TV campaign

Sony has launched a TV ad campaign which uses drones to take close-up images of a firework display to promote its new Ultra HD television.

The ad demonstrates the picture and sound quality of the X90C Bravia 4K Ultra HD TV

Two 60-second spots will air in the UK from 1 October until 22 November. A cinema campaign will launch on 28 September to coincide with the premiere of The Martian.

The ads were created by DDB Germany. Californian-based director Ben Tricklebank filmed the ads out of production company Soup.

The campaign will also run on digital media, which will run until the end of November, while outdoor, cinema, video on demand, and print will be run until the end of December.

Director, Ben Tricklebank, said: "The idea was to take a stunning but familiar image – in fireworks – and really show it in a completely different and an unexpected way. The new ad offers a glimpse from the sky, a close up of the beauty of a firework showering colour through a black night backdrop – truly harnessing and visualising the power of 4K.

"Using drones to capture part of the footage in the ad was a really innovative and different approach and one we felt gave viewers a completely different view."

Mikio Nakazawa, head of pan European brand activation, Sony Europe, said: "Sony is well known for its history of iconic ads, this time is no different. We wanted to create something where viewers can really feel the detail of 4K and be part of the action, even if that is up high, in the sky. This is a different but beautiful approach to the ads we’ve seen in days gone by."