Sony Brings Bravia Bunnies to U.S.

NEW YORK Sony, the Japanese consumer electronics giant, is importing a British ad for American audiences.

The ad, from Fallon, London, promotes Sony’s Bravia line of LCD TVs, and is the third in a trilogy of colorful, computer-generated-based ads shot in the U.S., which have garnered critical acclaim abroad.

The first two spots, “Balls” and “Paint,” aired in 2005 and 2006, respectively, and ran only in Europe, Australia and New Zealand. Both featured brightly hued characters made from Play-Doh in the form of the spots’ namesakes.

The newest iteration, “Bunnies” broke in Europe Oct. 5. This time it features brightly colored Play-Doh rabbits running through the streets of New York, morphing into other shapes that form patterns by the end of the spot. Music track is the Rolling Stones’ “She’s a Rainbow” from 1967’s Their Satanic Majesties Request.

The move to bring the ad to the U.S. is not a reflection on U.S. agency BBDO, New York, but is part of unifying Sony’s creative agencies globally, said Stuart Redsun, svp, corporate marketing.

“Every once in a while there is something from another part of the world that we can adapt to work in this market,” Redsun said, “This is a good spot to help us balance out our media buy with sports.”

The spot also drew some unwanted attention when it was first released back in October. The focus of the controversy was its similarity to a mosiac by Los Angeles art group Kozyndan.

The work is running on prime time shows through Dec. 23, including buys during CSI, House and Survivor. A 60-second cinema version also ran in theaters in November and will run again Jan. 18-31.

Sony spent $25 million advertising the Bravia in 2006, and $7 million this year from January through September, per Nielsen Monitor-Plus.