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Sony has created the first ever ‘monophonic’ ad |
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Written by CB Team
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Monday, 29 October 2007 |
 Sony has created the first ever ‘monophonic’ ad to mark the launch of the latest generation of WALKMAN digital media players. Titled ‘Music Pieces’, thecommercial has been created by Fallon’s award-winning team, who were also behind the BRAVIA ad trilogy.
‘Music Pieces’ brings a musical experience by taking an original piece of music composed by Hollywood music director Peter Raeburn [‘Sexy Beast’, ‘Birth’] and deconstructing it to give 128 musicians just one note each to play in order to reconstruct the melody.
The production gathered the musicians, playing everything from electric guitars and Kalimbas to mini toy grand pianos, in an iconic music venue – London’s Alexandra Palace – under the direction of top music video director, Nick Gordon [The Kooks, Muse, Supergrass].
The musicians were then arranged by instrument group to form an ‘acoustic grid’ which created spectacular waves of sound and movement when each note was played in sequence.
Nick Gordon, Director, commented: “This was an ambitious project to work on. We didn’t just want to produce an impressive advert, we wanted to challenge people to think about music as an evolving art form. I hope that this inspires discussion and further musical experimentation just as the WALKMAN inspired a technological revolution in portable music players.”
Hugo Feiler, General Manager for Audio Marketing Communications at Sony Europe said of the new WALKMAN ad: “This was a hugely complex technical experiment. Not only were we doing something that hadn’t been done before musically, but it also needed to provide a unique audio and visual experience. Sony always tries to push the boundaries, and this advert perfectly illustrates that. The combination of many people’s talent and passion has produced an organic experience that we are sure will capture consumers’ creative imaginations.”
The advert can be seen at walkmanproject.com
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Last Updated ( Monday, 29 October 2007 )
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