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April 30, 2005
Sony demystifies digital
We would have thought that it would take more than four television spots to make the intricacies of digital video and still photography a matter of child's play for the average bloke and sheila, but according to AdWeek, Sony's hired copywriters have done the trick. According to a statement by John Hambrick, whose position of senior vice-president of Bagby and Co automatically makes him an oracle:
The campaign uses inspirational storytelling to humanise and demystify digital technology for a non-technical audience.
Judging from the story, it wasn't all that difficult. One spot shows a father shooting footage of his children hunting for fireflies with his Sony Handycam, for example.
What could put it more simply than that? Hmmn? Forgot all that jargon. Just watch 30 seconds of your average model Dad and a couple of average model kids, plus a handful of fireflies, and [boing!], you can toss the manual in the bin.
We suspect the secret ingredient though, is the fact that actor Alec Baldwin provides the voiceover. We think he's been studying hypnosis.
Posted by cw at April 30, 2005 11:52 AM
