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Sony Electronics is scheduled to begin testing the first image-oriented TV commercial Lowe & Partners/SMS has created for the Park Ridge, N.J.-based client.
The ad essentially brings to life a print execution featured in the image campaign the New York-based agency introduced in April. The spot, called “Boy in Lake,” shows a youth wading in water. “He doesn’t know what a phonograph is,” says the voiceover. “CDs and diskettes are his parents’ toys,” continues the announcer, before finally asking, “What will his be?” The spot, like the print ads, is tagged: “What’s next?”
Patrick Flaherty, Sony’s senior vice president of marketing services, confirmed that the spot will be tested in Madison, Wis.
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