The Magazine's review of advertising
THE ADVERT: Sony Bravia
Demolition in reverse
THE BRIEF: Persuade people it's worth shelling out for a new LCD TV
THE SCHTICK: Different coloured paints are fired all over a drab-looking estate, in the style of an orchestrated firework show. A clown with orange hair runs through the estate, setting off a climax in which a tower block has a "reverse demolition" as paint explodes all the way to the top, resulting in a delicious sounding rain of paint.
THE BREAKDOWN: Sony's 2005 advert "Balls" was a major event in advertising. It was a major event in San Francisco too, since the company decided not to use computer-generated graphics to create the effect of a quarter of a million balls bouncing through the city's steep hillside streets - it decided to use real balls and real streets.
A good deal of chin-scratching must have gone on when it was decided to make a follow-up. What new interpretation could be used? Bouncy balls in another setting, perhaps? Or a different item in San Francisco? Or perhaps, like Honda which has had an amazing run of memorable adverts (interconnected machinery in Cogs, Hate Something Change Something, moustachioed driver graduating from scooter to hot air balloon, a choir replicating the sound of a car), follow something excellent with something completely differently excellent.
In the end it was decided to keep the original theme, but to use neither balls nor San Francisco - hence 70,000 litres of paint, mortars, bottle bombs and 1,700 detonators redecorating Queen's Court in Glasgow's Toryglen estate.
Jonathan Glazer, the man who created horses running through the surf for Guinness, directed the advert which was filmed in July this year with a cast of 200 people (only one of whom, the clown, is seen in the finished product).
Other nearby buildings were covered with tarpaulin to prevent them getting spattered with paint, and trips to the seaside and discos were laid on for residents who suffered disruption. Cranes, wires, firework experts, massive tanks of paint - they were all used and all carefully eliminated from the final film to show a seamless celebration of colour. We all now know what an explosion in a paint factory would look like.
It took 60 people five days to clean up, though only so much cleaning would have been needed - the buildings were vacant and scheduled for demolition. The paint, Sony points out, was water-based and environmentally friendly.
Jose Gonzalez's cover of Heartbeats, the soundtrack to Balls, became a hit after that advert; in choosing Rossini's Thieving Magpie for this advert, the temptation to follow that part of the formula has been resisted. To many the Rossini will sound like a playful bit of mischief - to others it will have the sinister echo of Kubrick's A Clockwork Orange, where it accompanied a slow-motion fight in an opera house.
Paint, as this advert is known, does achieve that most important of goals in the modern TV-watching environment - it's advert you're pleased to watch. Though is there a sense of anti-climax that all this effort has gone into an advert for a TV? Though undoubtedly a marvellous feat of staging and creativity, it does not seem quite the exuberant equal of the San Francisco feat. It will be for Sony to judge whether its reported £1m in filming costs will translate into sales.
What is really fascinating about this advert, though, is the life it has taken on beyond the mere gaps between TV shows.
Bouncing balls in California
Through a bit of cunning, this advert has had a viral existence on the internet for some months. Snippets of information and photographs have been released by the company. People have put their own photographs on Flickr, even their own films on YouTube (see internet links), and blog entries about it are legion. The advert has its own website, where you can watch it in high-resolution, download it to your iPod (or Sony PSP, perhaps), and watch a DVD-style behind-the-scenes video.
This makes a certain amount of immediate commercial sense - the kind of people who will be engaged by this online presence may well be buying new TVs - but perhaps it will also become standard practice for all kinds of advertisers in trying to get more bang for their buck.
In which case, good news for people who like good adverts.
Ad Breakdown is compiled by Giles Wilson
Add your comments on this story, using the form below.
I watched this one last night - beautiful! Much more enjoyable than the vast majority of adverts these days. I shall look forward to seeing it again many times. However it probably will not make me buy a sony TV!
Tessa Beeching, Bristol
Of course you'll be looking at this on your existing television, so the colour or quality of the Sony screens you see on the ad can only display as well as the set you own already!
David F, Tonbridge, UK
I loved the pics. The one labelled Drips is my favorite. It speaks to my heart.
Marna, austin, tx usa
What this ad says to me is, why have the natural world when you can have an artificial, gaudy, blindingly coloured one instead? It makes me think we need to build a more colourful world instead of buyng a TV. Ironically, it also tells me that the advertiser clearly doesn't care about damaging trees, which DO make urban life less drab!
I saw this the other evening and thought it was a great advert - I didn't immediately make the connection with the 'balls' advert and, just like that one, my immediate reaction was that it was all computer graphics. I think the reason that both adverts have had such an impact is that it would have been impressive as an animation, but the fact someone actually thought it all through and then did it for real is just fantastic!
David, Bristol, UK
I happened to have seen this ad last pm for the first time, I thought that the images were not appropriate and indeed could belittle what occured in USA Twin Towers. The possibility of another terrorist attack in UK is thought to be very high at present, since our country appears to be the main target currently. Who could have not made the connection here. Further more, the community in Aberfan is remembering the catastrophic loss of a generation of children that were wiped out by a collapsed building and the remains of industry slag.
Which 'team' dreamed up this non-innovative peverted approach?
Eirlys Jones, Carmel, Llanerchymedd, Anglesey, North Wales.
Only seen it once and definately the best commercial since the 'smash' ads. Now I know it's real makes it even better. Best advert in 20 years.
Brilliant stuff!! Generally far better than the programmes that surround the ads!
Peter Voce, Bransgore, NEW FOREST, England
Sony are true pioneers with these adverts, it is a pleasure to watch indeed, as a creative in the industry i can only think now how they gonna top this one?
time will tell...keep em coming.
I have seen this advert several times, and as soon as I saw the headline knew which one you were discussing... however it fails abysmally as although I can describe the visual images I still cannot remember which company or product it is supposed to present!!!
Megan, Cheshire UK
'undoubtedly a marvellous feat of staging and creativity' - really? I didn't think it was particularly good.
PJ Bradley, Leeds, UK
I love love loved the balls advert, and the accompanying music - such a beautiful advert to watch, it generally put the programme you were actually watching to shame. I wonder if the frog was just very very fortuitous timing...?
There will be people who criticise the cost and argue that the money could have been given to charity or put to some other use. But I say well done to Sony for making the effort to entertain and amaze its audience, and pushing the boundaries to create something fresh.
Oliver, Manchester, UK
Angelina Rose, Oxfordshire, UK
Black & white seems an age away but in reality, it wasn't that long agp.
David R, Port Talbot
There is too much advertising which clearly has no thought put into it whatsoever so I think it's great to see some creativity put into this effort. The "Balls" advert was fantastic - uplifting, beautiful and capable of generating conversation. Advertising should aim to be inspirational, not just to ram a tawdry commercial message into our heads.
Well, their £1M just got some free publicity from the BBC. I would hope people marvelling at the colours in the ad realise they already have a perfectly good TV and so don't need a new one.
Ian, London, UK
I fully support the use of stylish adverts such as this and "Balls" by Sony as it provides a welcome change from dull actors getting over enthusiastic about products. You can't call that art.
Curran McKay, Ballymena, UK
Is there anything in it that both of these adverts seemed to be first released during the football. It might not be its premier showing but they showed both "Paint" and "Balls" at half-times long before it was on other Sky or terrestrial channels.
This advert is amazing. As good as the San Francisco one if not better. The amount of time, effort, planning and creative thought that has been put into the recent Bravia campaign is fantastic. A joy to watch, a shear celebration of colour.
I like the 'Paint' advert for its' apparent simplicity 'throw a load of paint over some buildings'. I had always believed until reading this article that 'Balls' was computer generated and thought less of it because of that, 'clever but so what' it has gone up in my estimation - clever old Sony.
I always knew the adverts were better than the programmes - that's why I gave up watching TV! It looks like I might have to renew my licence if the ads are getting this good...
Is it just me, or does it seem like a bizarre idea to spend £1million creating a real-life advert that looks like it's been computer generated?
Martha Hampson, Bristol
"Balls" is one of the greatest ads I have ever seen (I'm quite the ad fan). When I first saw it, I was a little disappointed as it appeared that the ad had been made using computer graphics. However, this disappointment quickly evaporated when I found not long after (from the official website) that real balls had been used. The Tango advert that spoofed it was also a brilliant ad. The use of Jose Gonzalez's cover of Heartbeats was an inspired choice. A wonder example of stunning visuals married with beautiful music (Honda's moustachioed driver ad being another fine example). Being able to access these ads on the Internet is a wonderful development, as sometimes these 30 second (or so) films are much better than the programs that bookend them.
DS, Bromley, England
I had not heard anything about this advert before seeing it for the first time on television this week - I was walking out of the room and it made me stop and watch in admiration. Its just a shame that I was so disappointed to find out it was advertising a television - great ad but for the wrong product in my opinion!
Steve Jones, Wrexham
How fantastic, artistic, flamboyant and amazing. And environmentally friendly too. One day they may show starving people being fed and housed...now wouldn't that be a first?
I don't know if this makes me want to go and spend a lot of money on a TV i don't need but i did see the ad last night and thought it was brilliant. SONY have proved time and time again (especially with the PS2 adverts) that you don't need a cheesy spiel or annoying and patronising voice-overs to sell your products.
Brilliant advert, unique, cimpelling, exciting- However I ask myself about the amount of wastage this may have caused - paint and cleaning products needlessly washed into our already overflowing polluted sewer systems. Computer Grahics may have cost more dollars, but would have saved the waste and pollution. Why should the average householder think twice about recyling when we let multi nationals destroy our environment for a gimmicky ad?
Louise Gilbertson, Hampshire
Saw the advert for the first time last night and then read this article today. I'd assume, on watching it, that it was some kind of fancy, computer generated graphics animation (as I'd also assumed with the rubber balls, until I read different here). To realise that it was not and was actually staged I find strangely impressive. I'd even go so far as to call it art :)
Bill Gribble, Gloucester, UK
The advert was eye catching, engaging and surprising. Wow - I actually enjoyed watching an advert! The previous one was more peaceful, slightly less exciting / dramatic.
Both were very good.
Paul B, Linwood, Scotland
A really impressive advert that's visually stunning. I'm amazed that it actually used real paint and explosions rather than CGI. However, I still won't be shelling out a grand on an LCD TV - the ad looked just great on my old cathode ray tube!
Steve, Bristol, UK
Sony set a standard with the 'Bouncy Balls' advert; the first impression was it was done with computer graphics, but when people found out it was all real, the advert took on legendary recognition. The new advert is good, and again first impression is it must be CGI. But it's not quite the complete package of its predecessor. That was a hard act to follow..
Ian, Poole, England
A really enterntaining advert - imagine putting Mr. Bean in charge of urban renewal.
Was that 60 days to clean up prior to filming! These - due to be demolished - flats looked good! It looked real compared to the Bouncy Balls in San Fransisco.
Aileen McColl, Glasgow
Great advert. Only thing is I thought it was advertising paint! Only at the end did the real product beome apparent.
Malcolm, MK, UK
First time I saw this advert was on my new LCD TV (Not a Sony), and I thought it looked amazing quality, then I watched it on my old 21" tv in the bedroom and it looked very poor, just goes to show you don't need a Sony TV for it to look good!
Paul Gibson, Bristol UK
I think the 'balls' advert is amazing and the 'paint' one sounds good to. The problem is I could never remember what product the 'balls' advert was for. As a visual and audio experience it is very effective. As an advert I don't think it is quite as successful. I even thought it was for a paint company, due to all the colours. Now they've made an advert using paint it only adds to my theory.
Sarah Wallace, Leeds, England
Genius. Absolute genius. I sat motionless last night watching this on the television just waiting to see what exactly it was advertising. Slight disappointment that it was for a TV but a stunning ad none the less.
Andrea, Flitwick, Beds
A theatrical ¿demolition¿ and a clown. Is Sony making a subtle comparison to George Bush and the Twin Towers?
Dominic Faraway, United Kingdom
Oops, sorry Sony, I was convinced those bouncing balls were computer-generated until a few minutes ago.
Rob Keenan, Poole, UK
Reading the article I was shocked to learn that the 'balls of San Francisco' were real, I had just assumed they were cgi like everything else, and now this? I think its such a wonderful idea and a beautiful vision. There is so much cgi these days that people have forgotten how spectacular 'real' art can be. Its a shame the site is going to be demolished, because I know I wouldn't mind seeing the row of semi-detached houses I live in being splattered with rainbow colours. Its adverts like these that make ad-breaks worthwhile.
Kate Coughlan, Bexleyheath, Kent
Absolutely brillian advert. It never ceases to amaze me how the ads get better and better and how someone gets these wonderful ideas and brings them to life. Some of these ads are better than the tv programmes.
carolyn baker, swindon
I'm on Sony UK's e-mailing list. Given their recent problems recalling 8,000,000 potentially explosive laptop batteries from several PC vendors (http://news.bbc.co.uk/2/hi/business/6065106.stm), you can imagine my surprise this week when they did an e-mail shot for their Bravia TVs with the subject "Are you ready for the big bang?"
Marcus Edwards, Amsterdam, Netherlands
What a amazing advert, this is what we need more of!
A bit of fun, instead of all the doom and gloom we have at the moment.
tracy, United Kingdom
A beautiful piece of contemporary advertising- completely irrelevant to the product, but beautiful with it (3 adverts for me fall into this catergory too). A welcome change from embarrassing Frosties commercials and people silnging about bloomin' butter!
Faye, Bucks, UK
I watched this commercial on tv yesterday. It is not yet in France; To my eyes, it is a Great Job. Congratulations to the creators! I'm trying to find the video. :-))))
Zach, Paris, France
I can't beleive that so many people take such an interest in this advertisment. I hav'nt seen it so I must set the recorder to see what I'm missing.
Glad to see that the BBC has this article - more information than the Sony website! I agree that it is a fun ad, which neatly contrasts a grey housing estate with a colourful one (like your current tv?) My initial concern was of the social costs which echos back to the 'Barbie Month' advert of 1997. It does answer the question: "what do people with £1m spare do?".
Wow! A terrific commercial. It's gorgeous and whimsical and knowing that these are real buildings and real paint blows me away. I would have enjoyed it as special effects, but this? Stunning. A lot of creativity and effort went into this. The music was perfect as well. I have not been so impressed by a commercial in years, and the fact that Sony did this with real material ... they're in a league of their own with this. It left me smiling, and that's pretty neat. I was delighted to discover that Sony made this commercial available as a download. I watched it three times before coming back to this article, and I know a lot of people who will enjoy seeing it as well. I know I'll get a kick out of watching it along with other favorite video clips I've been fortunate enough to be able to save and keep. Good job, Sony, and thank you!
Richard Shewmaker, San Francisco, California, United States
Absolutely stunning. Can't wait to watch it again. The trouble is that, since computer animation came along, I assume anything as spectacular as this has been made on a computer. I will enjoy watching the ad again even more now I know it was done for real.
I thought the advert was a metaphor-bad things look better in colour.57 channels and nothing on.
Eirlys Jones, Eh?!!! Its a paint! it looks lovley and it makes my view from the treadmill at my local gym a little bit more interesting!!
Unless Bin Laden etc are planning on attacking us with paintball guns, I really don't think it has ANYTHING to do with terrorisim or the apparent threat of it!!!
Really.. Its only TV and a bit of colour...
Pam Smith, Govanhill, Glasgow
Wouldn't it be nice if the houses weren't set for demolition? I think it rather livened the place up. Why can't house be painted like that? Great ads though, although I never could remember what they were for (I first assumed a printer or something, given the 'colour' slogan...didn't HP have ads to do with that as well at one point?).
Eirlys Jones is clearly on a wind up there. Need to be less obvious next time, Snowdrop
Damian Coyle, Middlesbrough, NY
The area of Glasgow were the advert was filmed in known locally as the "Circus". Is that why the used the clown?
D, S, Glasgow
It's OK. Not as memorable as Tom-Tom.
Scott Scott, London London
I haven't seen this ad yet but if its anything like 'Balls' Sony have done themselves proud. Definitly better than the local Currys advert anyhow!
Amy, Portsmouth, UK
How can anyone in their right mind suggest that this advert promotes 9/11 or in fact anything to do with terroism?! How utterly stupid. In reality, we demolish many high rise buildings daily. For goodness sake less not pussy-foot around hoping not to 'offend' anyone who could remotely link an advert full of fantastic vibrance and creative genius tothe twin towers - a catastrophic act of inhumanity. It may not sell that many tv's, however it certainly makes you think of Sony as a brand, refreshing its once old and perhaps warn portrayal, and 'keeping up with the jones'' i.e such as the lovely ipod ad campaign. Very nice and very refreshing Sony, I hope to see it lots more. Anyone who can make Glasgow look that bright needs to get a medal......!!
Katie Thorne, Bristol, UK
Beautifully orchestrated both on the eye as well as the ear. Hopefully other advertising agencies will take note and entertain us Independant Television channels instead of us walking away to do other things, like put the kettle on. Much more entertainment value than the San Francisco coloured balls.
I worked for 2 weeks on this advert, mixing the paint and helping set up for the scenes, Those two weeks gave me some of the best times of my life, working with the crew and in particular with Jon was an experience I'll never forget. The mood on site, with everyone from the directors to the caterers, was so friendly and open, everyone was really excited about the project and knew they were a part of something big. Seeing the advert on tv is fantastic and I'm really honoured to have been a part of it. Hi to everyone I met on the set.
Kara Anderson, Glasgow
A good advert, without doubt. Raises an interesting point I think, continuing from the "Cog" and "Balls" films: we're now using reality as a gimmick. The major avant garde enterprise in advertisement has for a long time been "look what we did on a computer." Computer graphics developers can offer very affordable solutions that are indistinguishable from reality, so now we're seeing pieces that say "look what we did in real life." For example, the "Cog" film could have been done by CG in a small proportion of the time taken to actually set up the physical apparatus needed to make a piece that was basically identical, but we're now so utterly blasé about CG material that the fact that a sequence is 'real' is a selling point and justifies the added expense and effort.
Interesting to read the story and ensuing comments (especially Jon in Macclesfield), as I stopped watching TV a little while back and I'm currently considering returning to the thief in the corner (like lesleymary?). I wonder if it occupies a space in my life bigger than 32 diagonal inches.
I'm not utterly convinced it IS completely real. Along with the digital removal of the cranes and other apparatus, have Sony's clever technicians also enhanced the brightness of the paint; made the colour more vibrant? I have to say the paint explosions do not always seem natural, as if they have been tampered with post-production. Good idea though, but for me it doesn't match Honda's Cog advert, which was sublime.
Matt, Carlisle, England
an impressive ad but one wonders if Sony have gone a little ITT with the content/presentation but forgotten to get their own brand associated with the product. Especially in a year or two's time when people will say "do you remember that paid ad?", "yeah it was great, but what was it for?" Personally I prefer the Honda ads: vivid, memorable even after a couple of years.
Russell O, Birmingham
If you think there is no CGI in this commercial, think again!
Hope that Sony's overpriced gadgets are of better quality than the clean up of the eyesore that they have walked away from.Another example of corporate arrogance in the wonderful world of global capitalism. Surely it's time we all woke up to the lunacy of consumerism.
Andy Brown, Glasgow
Pardon me if I don't wet myself over a flipping advert!
Mike, Plymouth, UK
My husband and I saw this ad for the first time last night and we both had a horrible rememberance of the first time we saw the Twin Towers attack. Not to our liking that's for sure, despite loving colour.
Akasha Lonsdale, Wiltshire, UK
Its great to see the finished advert having watched the work going in to cover up the surrounding buildings allowing the filming to take place - it does Glasgow fine to see it in all its glory, Thanks Sony.
alan kirkwood, Kingspark Glasgow
Brilliant, best advert I have seen in years. Put a smile on my face!
Can't wait for "paintball"!
John, Banbury, UK
I cant wait to see the footage of this spliced together with the eventual demolition of this multi-story 'tombstone'... that would be truly gratifying.
Joe, United Kingdom
Nice production - unfortunately I thought that it was an advert for paint.
I'm shocked! I assumed the bouncing balls were computer generated.
Tony, United Kingdom
Very impressive. If some people didn't pay extra for certain brands then we wouldn't witness such a magnificent spectacle and our lives would be unbearably dull.
Is it just me that wonders this... How is a advert seen on your current television, with its current picture, supposed to get you to buy another television, based on what you can see on your current television screen? Am I missing something?
In response to the person who complained about the pollution and destruction of the environment, I'd just like to say that the "paint" was actually a dyed food thickener and is completely safe. Also, the cleaning was done with high-pressure hoses, not chemicals, so the whole ad was environmentally friendly as far as possible. So ner.
very eye catching it does what they indended [made you sit there and watch the whole advert], i dont think it should be considered "art" , as advertising has been staining true art from before i was born.
Does anyone remember the old Ferguson's TV advert, where a suited chap is patting a new Fergie TV and banging on about the great colours we are viewing and that it was better than our existing set. Even as a kid I thought this was bonkers! As for the Sony ad, as they say in the city it was shot in: "Pure Dead Brilliant!"
Bruce, Ayr, Scotland
Nice. But reminds me a little too much of the EA Games 'Black' advert. Perhaps Sony's ad agency should have a few original ideas of their own?
Julia Karasiewicz, Amsterdam
Job done by Sony I reckon. Shelling out £1m but people are talking about in on the BBC website and no doubt word will get around.
its class that companies are taking such an effort to make these cool adverts. They are works of art in my opinion and need to be enjoyed, talked about.
Rob Kavanagh, London
Interesting ad. I, too, thought the Balls ad was CGI. Am I alone in now being concerned that they were, in fact real? I can't believe that the company managed to retrieve all of them from the streets and being that they are very small, the risks to local pets, wildlife and small children from choking on them seems very real. Bit irresponsible, I think.
OTOH, I am amazed that Eirlys Jones found any connection to the WTC in there! Or to Aberfan. That's just ridiculous!
Hilary James, Glasgow, UK
I actually thought this was computer generated until reading this article - I think muting the sound of the explosion and running it in slow motion made it all seem artificial. The 'making of' videos on YouTube are much more impressive!
Tom Grundy, Walsall, West midlands
What a brilliant advert!! My only complaint about it is aimed at the councillors of Dundee City Council as they originally wanted to film the advert here in Dundee, but our council said no! We could have done with a bit of colour in our otherwise drab little city!
Karin Ulbrich, Dundee, Scotland
Thank goodness that there are some companies, along with their advertising agencies, that can actually come up with an advertisement that truly reflects the product.
I am sick to the back teeth with U.K automobile companies and their juvenile ad-agencies telling me that if I buy one of their cars it will suddenly turn into an ice-skating monstrosity with a mind of its own, or I will be able to fly through the air, doing cartwheels and somersaults with its siblings, then casually coast down to earth so that I can mail a letter.
To these infantile companies, I want to see the inside of a car, the seating arragement,the dashboard, the ease of driving, etc, etc.
Look at Honda and Sony, you morons, and learn!
Brian McCann, Glasgow, Scotland.
I love the advert, but why is the clown in there? He freaks me out when I just wanted to look at all the pretty paint
Simon Powell, London
I think you meant crew of 200, there was never any cast other than the clown
Hugh Charce, Glasgow
Just watched and I can truly say it was an amazing advert and true marvel of modern filming. Only problem I had is that it seems a bit of a waste to do it on an estate scheduled to be demolished, as what a great way to brighten up the neighbourhood and give the community a real character and fame which could possibly help with the continued attempts to bring the estates above the UK poverty line.
James, Stirling, Scotland, UK
What a great ad. Both the wife and I just stopped chatting when this explosion of colour started. I assumed it was CGI and was amazed when I found out it was all for real. Having said that we didn't guess what it was actually an advert for. It is such a contrast from all those "clever" car ads (Honda excepted).
You've got to hand it to those Panasonic boys - I'll be buying one this weekend
Those flats are not far from where I live. They're a terrible eye sore and the whole area is a bit dodgy. It was nice seeing them put to creative use, before they are demolished!!! The walls still have a rainbow of paint on them.
It may be just me, but the idea of explosions in high-rise buildings coupled with a scent the mindless violence of A Clockwork Orange gives me the willies.
Frank Sijbenga, Groningen, The Netherlands
Give it the Turner Prize!
Andy Hewitt, London, UK
Very nice advert! But the music is a massive shame. It really didn't bring out the advert as much as it could have.
Ed Boswell, Bristol
Getting something back from advertisers, here in the form of entertainment, is undoubtedly the future for brands trying to engage with PVR-equipped consumers. Consumers can spot a genuine idea rather than a school boy ad joke and we love adveritisers taking the trouble to recognise consumer intelligence. If Sony manage a third commercial using the idea behind balls and Paint I will be really impressed.
Nicola McCormick, London
When you think how good CGI is these days - it's a wonder why you would go to all the effort/cost to produce something like this in reality... in fact why did they? - Oh of course the publicity!
Saw this last night with my husband and we both watched with our mouths open and then turned to each other smiling at the end.
Yes it's a lot of money, but comparable to other ads. No, it really doesn't make my knee jerk at the thought of terrorist attacks.
Look how many people have posted about this! That's proof alone that it's incredibly attention grabbing.
Do you know what it is? And I don't care that I'm saying this about an advert - to me it's art. Just like the balls advert - it's magical. Really magical.
Christine Campbell, Cambridge
Great advert. Would it make me buy their products? No.
James Heasman, Worthing, West Sussex
Im absoloutely amazed to discover that the balls on the advert were all real and not digitally imposed.
My dad asked me if those balls were real on the advert and i couldnt believe hed even asked. I turned round and tried to explain that an image such as that one would have to have been created by computers.
Cant wait to tell him how his question wasnt so stupid after all.
Ann Killeen, Birmingham
i probably will not buy an lcd because of this ad - but i have already told my freinds and work colleagues about the new ad - and i am looking forward to watching it again - i think its mavellous.
It's a shame all the time, effort and resource didn't go into something a little more constructive. Like...Sony paying for an orphanage to be redecorated whilst having a simple advert saying "Rather than spend a fortune on a product, we made a difference to someone who needed it. Oh, and wehave a new TV out"Plain white text on a black background, a gentle voiceover. An image of the good change they made, then pan out and show that it's being seen on their new TV. Best of both world: advertising, ethics and something that actually isn't a total waste!
James B, Sheffield, UK
Even on a bog standard TV, this advert is amazing. I'm pleasantly surprised that the colour explosions were done for real rather being computer generated, and must complement the makers on something producing something so effective.
dave godfrey, swindon, uk
The BBC may edit your comments and not all emails will be published. Your comments may be published on any BBC media worldwide.