Sony Bravia Play Doh Rabbits in New York

Sony is following up the Balls and Paint Bravia ads with a third TV ad featuring the Color Like No Other tagline, this time with the theme of Play Doh. Balls was filmed in San Francisco. Paint was shot in Glasgow. Play-Doh is being staged in New York, showing hundreds of rabbits cavorting to the 1967 Rolling Stones track, She’s A Rainbow. Here’s the teaser…

Click on the image below to play the teaser video.

Click on the image below to play the commercial in YouTube

Download She’s A Rainbow on iTunes
She’s a Rainbow – GRRR! (Deluxe Version)

The BRAVIA advert is made up of stop frame / motion animation, in which objects are moved by very small amounts between individually photographs frames – a very long and arduous process. Over a period of three weeks, 40 animators were responsible for 189 2ft bunnies, 150 1ft cubes, a 30ft giant rabbit and a 10ft x 20ft purple wave – all made from 2.5 tonnes of plasticine. Never before have so many animators worked together on the same scene.

For one of the multiple bunny scenes, four hours was spent with around 40 animators and sculptors to generate four seconds of footage. Up to six cameras recorded each shot and the final 60 second spot will be constructed of approximately 100,000 stills.

Ruth Speakman from Sony ‘Twittered’ throughout the filming of the advert, providing early text glimpses as the shoot unfolded. Ruth’s experiences live on set can be found at twitter.com/braviaplaydoh.

The Sony Bravia Advert Blog has been renamed the Sony Bravia Shoot Site and has gradually been transformed to feature the new Play Doh rabbits.

Sony Bravia Play Doh Bunnies on Flickr

DennyLiem has 14 photos uploaded on August 10. Duncan Bird (DavidWatts1978) has 13 photos uploaded on August 5. Dimensionalentity (camera assistant) has 11 photos uploaded on August 14. Johnny Vulcan has a photo uploaded on August 5.

Background info on Twitter

Twitter is a free social networking and micro-blogging service that allows users to send “updates” (text-based posts, up to 140 characters long) via SMS, instant messaging, email, the Twitter website, or an application such as Twitterrific. Twitter was founded in March 2006 by San Francisco start-up company Obvious Corp.

Updates are displayed on the user’s profile page and also instantly delivered to other users who have signed up to receive them. The sender can restrict delivery to those in his or her circle of friends (delivery to everyone is the default). Users can receive updates via the Twitter website, instant messaging, SMS, RSS, email or through an application. For SMS, currently three gateway numbers are available: short codes for the USA and Canada and a UK number for international use. Several third parties offer posting and receiving updates via email.

Credits

The Sony Bravia Play Doh Rabbits ad was developed at Fallon, London, by creative directors Juan Cabral and Richard Flintham and agency producer Nicky Barnes.

Filming was shot by Frank Budgen via Gorgeous Enterprises with producer Rupert Smythe.

Editor was Ted Guard at The Quarry. Post production was done at The Moving Picture Company, London. Sound was mixed by Parv Thind at Wave Studios. Animation was directed by Darren Walsh at Passion Pictures. Modelling was provided by Artem Studios, London.

Lyrics for She’s A Rainbow

[Chorus]
She comes in colors everywhere
She combs her hair
She’s like a rainbow
Coming, colors in the air
Oh, everywhere
She comes in colors

Have you seen her dressed in blue?
See the sky in front of you
And her face is like a sail
Speck of white so fair and pale
Have you seen a lady fairer?

[Chorus]

Have you seen her all in gold?
Like a queen in days of old
She shoots her colors all around
Like a sunset going down
Have you seen a lady fairer?

[Chorus]