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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
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