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McKinney Is Low-Tech for Hi-Def Sony

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ATLANTA McKinney + Silver's first television work for Sony since winning a share of the account in a review last summer will air this weekend during the National Football League AFC playoff games on CBS, the shop said.

The 30-second spot promotes Sony's 50-inch high-definition television using a decidedly low-tech approach. The ad uses the actual audio from the last play of 1982 game between the University of California and Stanford in which band members came onto the field before the play ended with the ball carrier reaching the end zone. Sportscasters have described it as one of the most dramatic plays in college football.

As the audio plays, the spot shows plastic players on an old-fashioned electric football game field. Spectators are a paper patchwork of glued and stapled crowd shots that shake up and down in enthusiasm during the play. The play ends with a plastic player attached to a wooden stick knocking down all the band members in the end zone.

The commercial concludes with the line, "If you're not watching Sony HD . . . What are you watching?" Credits attribute the spot to "Lo-Def Productions."

The spot will air on CBS during the AFC division playoff games on Jan. 14 and 15 and the AFC championship game Jan. 22 on CBS.

The Havas shop in Durham, N.C., won the account last June, four months after Sony split with WPP Group's Young & Rubicam in Irvine, Calif. Sony's U.S. headquarters is in San Diego.

Spending on the campaign was not disclosed.