Following on from its incredibly successful 'Balls' and 'Paint' campaigns, Sony Bravia has enlisted the help of AC Milan star Kaka for its latest campaign.
Created by Fallon, the new ad was launched in Australia this week and uses a 10 tonne zoetrope that plays images of the star.
Constructed in a piazza in Venaria, near Turin, the ad begins with the spinning zoetrope, which is covered in red lights.
Giles Morrison, general manager of marketing and communications at Sony Bravia Europe, said, "We're using old technology to tell a new technology story.
"We wanted to create a contrast between the very modern and space age look and feel to highlight that technology is moving on. A zoetrope is a great analogy for how motion flow technology works. It works through taking lots of still images and then spinning them really fast to produce a moving picture. That's what motion flow technology does in a TV."
The ad finished with the strapline, "The smoothest picture ever."
