PAINT, SONY BRAVIA

Sony Bravia TV

The TV Ads are often too much; they try to bomb us everywhere with all kinds of advertising claims even during our favourites programs or series. However, what happens if we like to see a TV Ad repeatedly?

Paint, Sony Bravia would be an example for me. Why? There are many answers. Now, we are going to try to know thoroughly everything possible about this Ad.

In this Ad appears a block of flats that were to be demolished in Glasgow, Scotland.

Painting firework

These were covered with 70.000 of ecological paint. This Ad was made with the help of more than 1.400 separate explosions at the beginning of the video simulating fireworks, and concluding with a “reverse demolition” of the building. Isn’t it amazing? There is no virtual editing in this Ad, all the elements are real and made only for this Ad. It seems impossible, right?

Here, we can check it in the “Behind the scenes”:

The reverse demolition of painting

The music has a very important role too in this spot because it is a powerful song, performed by an orchestra, which increases the communicative power of the message “Colour like no other”. The theme is La Gazza Ladra of Rossini. The images follow the rhythm of the music, making the Ad a true work of art. I think it is one of those Ads that the viewer watches for pleasure and not interpreting it as a simple noise, but as an attractive artistic creation.

One of the explossions of paint

That is quite an achievement in the world of advertising because when someone sees an ad, in most cases, perceived with a doubting attitude and defensively: know that want to sell something (usually not necessary) and use persuasive techniques to convince or deceive. 

On the other hand, we can find on Internet many points of view about this Ad, so we are going to talk about one of them.

According to the Naresh Ramchandani article for The Guardian, the Ad is a great paint job but it missed a bit.

Naresh says that all of these admirable qualities are not add up the greatness. Why? Because the commercial for him features the tagline “like no other”, but the irony is that the commercial is very much like another. The other was the Sony Bravia commercial for the year before “Balls” and as good as this one is, Balls was better.

I admit that he is right but I have chosen the ad of Paint because it makes more impact on me than the other one. Perhaps it is because I love the colours of the paint.

Naresh affirms that “Balls” had something that “Paint” doesn’t have. It had warmth.

The colour balls which going down in a San Francisco's street

Just the moment of the release of the colour balls

This warm weather came from a number of things like the location in San Francisco and the sunny day of the shot as a Sunday morning. By contrast, according to Naresh, “Paint” was shot in a housing estate in Glasgow and the setting is overcast, domestic and austere. “You’re happy to watch it but you don’t want to be there because you’d need a thick coat, gloves and a thermos”, Naresh says.

In this case I personally disagree because when I saw “Balls”, yes, there was a lot of sun, a beautiful song and all those things. But when I saw “Paint” I thought it was an amazing street artwork and not at any point had a feeling of cold weather, I think this argument is a little subjective.

To sum up, "Paint" makes me feel something inside. I know I would never get tired of watching it over and over again. And this is a key aspect in advertising. To me, the best ads are those that you want to watch because you like and enjoy them, and somehow they just make sense inside you.

ALBA PELLICER SANCHIS