Volcano Advertising's latest commercial for Sony, features an interesting collage of animated images that truly highlight the Sony VAIO personal computer brand offering.
“Our brief was to communicate Sony VAIO as a leading computer brand that combines superior productivity and entertainment solutions," said Terri-Leigh Blomeyer, Volcano's Business Director. “The challenge was to visually communicate Sony VAIO's seamless access to leading communication technology and digital entertainment solutions while supporting the end users demand for a balanced and successful ‘work hard, play hard' lifestyle. In addition it was important to remove the brand from the clutter of techno-speak that surrounds PC advertising. That sounds pretty intense on paper,” laughed Terri-Leigh, “but our creative guys took those words and turned them into a television ad that clearly demonstrates the offering simply,” she said.
Volcano's creative team of Dustin Sinclair (Art Director) and Carl Richardson (Senior Copy Writer) are the brains behind the ad. “We spent many, many hours sifting through images with Unleashed Productions to firstly, find images that really depict Sony VAIO's life enriching, stylish technology and then, finding the best order for these images to appear in order to tell the story,” he added. The result? “An ad that engages the audience by taking them on a journey, with each image opening the door for the next,” said Dustin.