Developed by Y&R Asia, the TV drive is built around a conflict between ‘ears’ and ‘eyes’, which eventually ends with a romantic union between one protagonist from each side. The product itself is billed as the ‘perfect union of sight and sound’.
The drive marks the latest phase in Sony’s ‘Feel’ positioning, conceived by Y&R. “This time, people are addicted to sound and vision,” said Y&R regional ECD Rowan Chanen. “It’s Sony’s first real direct attack on Apple, given that the product is essentially a Nano with futuristic video.”
After rolling out in cinemas and TV in Malaysia and Thailand, the campaign is also expected to air in other regional markets, and may travel to Europe. A website — feeleverysound.com — has also launched, developed by Singapore agency Nokomai, which allows users to create their own music videos.
