Discover Foam City
Superballs. Paint. Bunnies. Now Foam. Sony unleashed 2,000,000 litres of foam per minute in downtown Miami for its latest television spot. The commercial breaks the “let’s do something uber-creative for the BRAVIA line” and instead promotes the company’s digital cameras and camcorders.
While it certainly evokes more of the “whoah, that’s cool” reaction, how many times can they go back to the well for what amounts to the same concept? What’s next, Sony releases a horde of mosquitoes in Times Square? Or throws buckets of blood out of high-rises?
I’m not sure whether Sony’s planning on doing this or not, but what would be cool is to utilize the “Foam City” experience footage and photos that were taken by consumers during shooting and post the 200 different perspectives online. That would be a killer integration idea.