DDB Canada Works Out Ears for Sony

By Erik Oster 

DDB Canada crafted a new campaign for Sony, promoting its Hi-Res Audio collection via two 30-second broadcast spots.

The ads aim for a weird sort of humor, with each showing people working out their ears in preparation of the intense experience they’ll get from Sony’s products. In practice, this ends up looking a bit creepy, as in “Ear Crunches.” The spot opens on a man as he takes off his cowboy hat and, with the aid of some special effects, begins some vigorous ear crunches. “Ear Workout” (featured after the jump) is more or less the same concept, with each spot ending with the tagline “Get Your Ears Ready” before showing the range of products in Sony’s Hi-Res Audio collection. Strange as the approach may be, it’s refreshing to see audio equipment advertised for sounding good rather than as a fashion accessory worn by celebrity athletes. Still, it would have been nice if DDB Canada could have mixed up the formula a bit more between the two ads.


Advertising Agency: DDB Canada, Toronto, Canada
Chief Creative Officer: Kevin Drew Davis
Executive Creative Director: Paul Wallace
Copywriter: Allan Topol
Art Director: Craig Ferguson
Agency Producer: Marie-Pierre Toure
VP Business Unit Director: Nicole Lupke
Account Coordinator: Sheel Gohil
Director of Strategic Planning: Tony Johnstone
Media Company: Universal McCann
Production Company: OPC
Executive Producers: Harland Weiss, Donovan Boden, Liz Dussault
Director: Filip Nilsson
Director of Photography: Nicolas Bolduc
Cameraman: Mike Pesut
Line Producer: Dwight Phipps
Post-Production Company: Saints Editorial & AlterEgo
Editor: Stephen Sora
Online Editor: Steve MacGregor
Colourist: Wade Odlum
Audio House:Tattoo Sound + Music
Audio House Director: Clive Desmond
Audio House Producer: Christine Leslie
Audio House Engineer: Dan Horton
Casting Agency: Steve Mann Casting
VFX/Animation Co: Swiss
VFX Supervisor: Leo Wilk
VFX Producer: Sofia Malmgren