The move from the old Cathode Ray Tube televisions to digital LCDs made it harder for Sony to justify a price premium. Most flat-screens look the same and digital technology is a leveller as far as product features are concerned. To maintain Sony's leading position the BRAVIA range across Europe was launched with a campaign that delivered an emotionally powerful experience. Going beyond the rational, feature-led work of the competitors in this category, and claim the ultimate consumer benefit of better colour, using the line, 'Colour Like No Other'. It had to be like no other. It also had to be simple enough to work for anyone, regardless of demographics or cultural differences, in over 40 countries. The visual metaphor of 250,000 brightly coloured bouncy balls was chosen to communicate 'colour'. The 'like no other' effect was communicated by dropping these balls down the steep streets of San Francisco and shooting them live. The stripped down guitar track from Jose Gonzalez was used to create the desired sense of joyful calm and the childlike simplicity of the balls.
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