Agency: BMP DDB Author: Paul Shearman

Sony WEGA Televisions: Using History To Talk About The Future

SUMMARY

1998 was a difficult year for Sony to make a groundbreaking commercial for TV range.

We couldnt say anything about the product, everyone had been promoting the same benefit for years and consumers were increasingly hesitant. Faced with this we had to do something that hadnt been done before.

Through creative planning we conducted an analysis of Sonys role in televisions that looked beyond its existing range, and the inspirational nugget came from the past, rather than the present.