Footballing bull stars in new Sony viral

LONDON - Sony has unveiled a viral film promoting its global event Twilight Football that will see a match of five-a-side football played consecutively in seven countries across four continents as the hour of twilight falls.

The event, devised by Fallon, seeks to promote the Sony's Exmor CMOS camera technology that enables photographers to capture high-quality images in low light.

The matches will begin in Italy on 22 September before moving to France, Spain, the UK, Argentina, Australia and then finally South Africa over approximately four hours and 40 minutes.

They will take place in a variety of exotic locations from the Iguazu Falls to the glacier under Mont Blanc.

In the UK, the match will be played at Tintagel Castle in Cornwall, while the final South African match will kick off in Johannesburg, at a game reserve.

The viral, created by Dare, focuses on the third location, a Spanish bullring, and includes shots of a bull showing off its footballing prowess.

Footage of the event as well as a twilight photography competition will run on a the Sony website.