Sony's New Ad Campaign Teaser: Crazy Stuff With Cameras

Sony's launching a new ad campaign on April 22, following up all those other spots we're crazy about. We got our hands on the teaser, entitled "Nothing," and it is both very cool and totally irritating at the same time, because "Nothing" is exactly what happens. Kind of. It's a bunch of smug film dudes talking with British accents about explosions and special effects, while doing increasingly crazy things with their cameras. If I was one of those cameras in the video, I'd be praying for a stunt double—look for the one that gets tossed off a bungee platform, and the other that gets rolled down a friggin' mountain. But all of this build-up is for what, Sony? WHAT ARE THEY SHOOTING!!??! [Sony]

DISCUSSION

They're shooting background plates for a shitload of EFX shots. The reason "nothing" is happening is because all the action will be CG overlaid over the BGs they're shown shooting. Shooting background plates always looks like you're shooting "nothing".

There's one shot in the middle showing a rough animation render of a palmcorder assembling. That's the biggest hint of what it's going to be all about.

My best guess is it's a spot for a new consumer camcorder, and the setup is that when you have a Sony XXX-YYY camcorder, look at all the amazing stuff that happens around you (explosions on downtown street, with shot of letters flying off marquee, windstorm in your kitchen with pots moving around), etc.

By the way, that's likely a $80K HDC-1500 camera head the guy is shown tossing off the mountain towards the end on the rope.