Campaign : Live Love Rewind
Brand: Sony Handycam
Company : Sony
Agency: JWT
The Campaign
Sony Handycam has this time tuned in to memories to promote the brand. The ad begins in a living room where a man in his late 50s comes in and?picks up a Sony handycam lying on the table. As he turns on the handycam, in the background one can here a piano playing. He opens the handycam to view the videos saved in it. He rewinds to play them again. In the next shot, which has a handycam shot view, a new-born baby is shown. Then the scene changes from a mother cuddling her baby to a little girl hugging a huge teddy bear to a child in a car, wearing a fancy dress costume, calling out to her father with loving gestures.
As the ad progresses, in the next shot, the girl is all dressed up as a cook and is making faces as she has ended up burning the whole cake. Then the camera shifts focus to a garden where a teenaged girl dressed in Robinhood style smiles at the camera. The camera now focuses on her room where the girl now all grown up and dressed in a sari is seen admiring herself. When she realises that her father is shooting her, she say ?no?. Then comes the wedding scene, where the girl is getting married and her father is recording it. When she realises this, she says ?dad? and gives a ?what is this, dad?? look.
Then the camera moves back to the the old man sitting in his living room who now has a satisfied smile on his face which shows satisfaction, happiness and emotions. Just then, the girl, who is now married, calls out ?Papa?.
He rises from the sofa and goes to her and says ?I can?t believe that you are married?. Saying this he hugs her, to which she replies ?I am going to miss you, papa?.
The characters then are blurred out and the camera focuses on the Sony Handycam and the voice-over goes ?Live. Love. Rewind? (Starts from Rs 14,990/-) followed by the tagline: Handycam-Sony make believe.
Our Take
A camera is always about memories, and the Sony handycam ad in that sense is no different. In a category that has so many competing brands, Sony could have easily attempted to raise the bar. At the same time, the ad is tastefully done, touching the right emotional chords. The ad ampaign shows the relationship between a father and daughter captured in a handycam. Every important and not-so important moment in a growing child?s life, if not all, have been captured in the ad. Here, the brand has played up emotions, memories and affection in its purest form.
The characters are believable and viewers can easily relate to them. When it comes to visualisation,?the ad has used two kinds of pictures?the flashbacks or the memories shown are shot in the handycam format while the immediate part of the storyline has a commercial touch to it. The piano playing in the background adds a sublime touch to the ad.
ratings 3