Cimarron Helps Sony Entertain the World

LOS ANGELES The independent Cimarron Group this week formally launches a division-spanning branding effort on behalf of the Sony Corp., an agency representative said today.

“Triangles,” to be presented Thursday at the Consumer Electronics Show in Las Vegas, is a three-minute spot depicting the eerie appearance of shining white triangles on international landmarks ranging from the Egyptian pyramids to London’s Big Ben and the Hollywood sign. Utter confusion ensues until a tech-savvy young hipster presses one of the triangles—as it happens, a giant “play” button—unleashing a torrent of Sony movie, TV and music on the world, courtesy of the firm’s MP3 players, plasma screens, digital cameras, laptops, PlayStations and other electronic devices.

Cimarron crafted a new tagline for the high-definition spot, “Entertaining the future.”

The CES launch marks the official introduction of the ad, which, according to the Hollywood, Calif., shop, is Sony’s first overall brand effort. The piece has been quietly running in Regal and Edwards movie theaters and on the Sony Web site since Labor Day.

“Everyone knows Sony is a global force in consumer electronics,” said Cimarron executive creative director Nigel Williams, in a statement. “But people don’t necessarily connect the dots with the fact that Sony also produces the top movies and television shows, as well as much of today’s music.”

In addition to Williams, Cimarron personnel on “Triangles” included group creative director and art director Mary Ellen Schrock, copywriter Mike Tankel, producer Stephan Bataillard, and sound designers John Barrile and Marcus Zalewski. The agency worked closely with Culver City, Calif.-based production house HSI and its Saline Project directorial team.

A project spend was not disclosed. Sony spent $833 million on advertising across all its divisions in 2005, per Nielsen Monitor-Plus.

In the U.S., the client works with agencies including Omnicom Group’s TBWA/Chiat/Day, Playa del Rey, Calif., and independents McKinney + Silver, Durham, N.C.; Bagby & Co., Chicago; and Ignited Minds, Marina del Rey, Calif. Interpublic Group’s Universal McCann, New York, handles media.