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Fallon Drops the Ball for Sony

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NEW YORK What happens when you drop 250,000 super balls down the hilly streets of San Francisco? A deluge of color, per Fallon's latest Sony spot.

London creatives Richard Flintham, creative director, and art director/copywriter Juan Cabral dreamed up the ad, which in its longest form runs for two and a half minutes and covers an entire commercial break in the U.K. Set to a gentle guitar song, "Heartbeats" by The Knife, the wordless ad shows the balls whirling down the hill, bouncing every which way. "Colour. Like no other" is the tagline.

The ad, for Sony's Bravia LCD TVs, was shot over three days in San Francisco by director Nicolai Fuglsig of MJZ, across eight streets. Except for color correcting, no CGI was used.

"We wanted it to be organic and feel that it's alive in a way," said Cabral.

San Francisco was chosen as the location because of its hills, colorful houses, blue skies and its "vibe," according to Cabral.

The balls were released via cannons and dumpsters.

The only damage was a couple of cars with smashed windows, but the owners weren't that upset, Cabral said. As many of the balls as possible were collected by giant nets at the ends of the streets, with passersby and children sometimes stopping to help collect them.

The ad will run in Europe in the 2.5 minute version, along with 20-, 30- and 60-second executions. It breaks Nov. 6.