Sony - Senses working overtime

Will Collin

DDB Needham was asked to pitch for Sony's pan-European consumer electronics business in the summer of 1994.
Agency: BMP DDBAuthor: Will Collin

Sony - Senses working overtime

THE NAME OF THE GAME

DDB Needham was asked to pitch for Sony's pan-European consumer electronics business in the summer of 1994. The brief was nothing if not challenging. Sony was asking for exciting, surprising, even leading edge advertising. It was also asking for ads which could comfortably travel around Europe, unencumbered by the baggage of cultural specificity and the problems of lip-synch.

WHERE HAVE ALL THE GOOD TIMES GONE?

Sony's consumers are a very broad church. From 12 year olds choosing their first Walkman, through...

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