Sony Vaio has unveiled a new range of ‘Sonic’ laptops with in-built subwoofers for which its creative agency Hakuhodo Percept has created a TVC. In the film, Sony has used British musician Shlomo and his vocal project 'Shlomo and the Lip Factory', an all-vocal band of seven beatboxers and singers. As they perform the Maroon 5 song 'Moves like Jagger', different shots of the group are shown through the Sonic range of laptops. The latest television commercial for Vaio aims to highlight the in-built sub-woofers of the new Vaio series. Most of their users complained about the quality of sound in their laptops, and to redress this issue, Sony announced its new Vaio series with enhanced listening experience.
Agency: Hakuhodo Percept
The brand has also initiated what is billed as India’s first online ‘Beatboxing competition’. Contestants need to share links of their beatboxing videos on Sony’s microsite, http://www.sony.co.in/microsite/vaiosonic/ to win a Vaio laptop from the Sonic series. The film went on air on 2 July. While the contestants would need to popularise their entries and generate maximum likes for their performance; a panel of expert jury and Shlomo himself will evaluate select acts based on their performance, innovation in music and popularity. The selected finalists would get a chance to present the final act in real time in a Google+ Hangout, which will be watched online on Sony’s YouTube app and judged by Shlomo. The competition will be visible across Sony’s social media platform like www.facebook.com/SonyIndia and www.youtube.com/SonyIndia.
You can also see ads popping out in online newspaper sites like timesofindia.
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