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Sony Bravia ‘Raiders of the Lost Art’ advert

Agency: TBWA London

Client: Sony

Sony United Kingdom Limited has introduced a new television trade-in initiative whereby consumers can trade in their old television at participating Sony stockists in exchange for money off a new Bravia.

Eighties rock star Alice Cooper is the star of a new Sony ad which highlights the new TV trade in campaign, the rocker is joined by an old roadie and his former manager.

The ad takes viewers on a journey through the good old days of rock and roll – when throwing TVs out of windows was done in a stereotypical rock star fashion.

The ad opens on Cooper in his tour bus being asked why launching television sets out of windows is synonymous with the 80s. Hank ‘The Mover’ Johnson and Cooper’s old manager Jared Levy are also introduced, reminiscing from an American diner, a motel and backstage at a gig.

They too hark back to the days when throwing TVs out of a window was easier and considered cool - a trend that they claim started with Mozart throwing cellos off balconies.

The ad takes a different direction from the famous paint, balls and foam trilogy and was directed by George Hickenpooler, who has worked on a wide range of films over the last twenty years, including Hollywood blockbusters such as ‘Factory Gir’l, starring Sienna Miller and has just recently been working on Casino Jack starring Kevin Spacey which profiles lobbyist Jack Abramoff.

It is a creation from agency TBWA London.

“The new advert is a fresh direction for Sony and an exciting one – poking fun at a well known rock star pastime and bringing it into the 21st century,” said General Marketing Manager, Sony UK, Matt Coombe.

“The campaign itself offers customers the advantages of swapping old for new rather than simply throwing away – encouraging old televisions to be responsibly disposed of.”

He added, “Another important element of this campaign is the reassurance for our customers that Sony will help them through the digital switchover, we understand that peace of mind is currently high on priority lists at this difficult economic time.”

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