Sony foam campaign rolls on

Sony’s eye-catching “Foam City” campaign has moved on to product-specific advertisements.

Following previous commercials which featured bouncy balls, paint explosions and giant rabbits made of modelling clay, the latest instalment in the “like.no.other” series buries the streets of Miami in lightweight foam.

After an initial advertisement carrying the general Sony brand, the new version focuses on the Alpha 350 digital SLR camera.

Director of the commercial Simon Ratigan explains that he opted to highlight the different ways in which the Alpha 350 was used by Miami residents.

He points out that this ranged from street-level shots to overhead snaps taken with the camera pointing upwards towards the sky.

James Kennedy, general manager of marketing communications at Sony Europe, adds: “Bubbles and foam are notoriously difficult to capture in great detail due to their fleeting and ever-changing nature.

“We used this to our advantage in the Alpha ad and focused on its ability to capture images in amazing detail.”

Sony’s Bravia minisite offers useful information about colour while the page is loading - such as the fact that all babies are born colour blind.