By Lisa Johnston
New products on display at the American International Toy Fair, held in N
San Diego — Sony said Monday it recently launched an integrated marketing campaign behind the release of its two 4K Ultra High-Definition XBR LED LCD TVs.
The campaign features Garth Davis, who most recently co-directed Jane Campion’s critically acclaimed miniseries “Top of the Lake.”
Sony said Davis became inspired to make a 4K feature after the picture quality of a Sony 4K Ultra HD TV at the Sundance Film Festival.
Davis and Academy Award-winning cinematographer Claudio Miranda, produced a commercial spot encompassing Davis’ vision, shot on Sony F65 and F55 model professional 4K cameras.
Native 4K footage from the shoot will be showcased at retail next month, Sony said.
“The Sony 4K Ultra HD TV really is a new way of looking at things, a new visual language. There is so much detail, it's almost like you can walk into the picture,” said Davis. “One of the things unique to the TV is color. And the story we've been creating for this project is about celebrating color in lots of ways. With Sony 4K we are working at the highest end of technology and creativity.”
“It is so nice to have a larger color gamut to work with in 4K,” added Miranda. “You can extract more information and show what you may not have seen before on a TV. Working with Sony 4K truly opens up the possibilities.”
Sony will begin airing a national broadcast spot this week accompanied by digital, print and radio ads, mobile media and experiential events as well as retail point-of-purchase and interactive displays.
Sony said it will also spread the word about the new 4K Ultra HD TVs through social networks, email, direct mail and freestanding inserts.
“The campaign calls out the enhanced quality of anything one would watch on a Sony 4K TV with a picture that is four times clearer than full HD,” said Patrick Bewley, Sony brand experience and visual design VP. “It's the highest resolution, most immersive experience Sony has ever created, and in order to experience it, you must see it in person to believe it.”
Sony is demonstrating its new 4K Ultra HD TVs at select retail partners across the country, including Sony Stores and Magnolia Home Theater departments at Best Buy.
Sony said the focus on 4K is the first piece of a year-long campaign that showcases emerging and established collaborators who have been inspired by Sony technology to create unique and unforgettable stories and Sony brand experiences.
All aspects of this campaign were developed with the support of Sony Electronics' advertising agency, 180 Los Angeles.
Sony’s current 4K Ultra HD LED LCD TV lineup includes the 84-inch XBR-84X900 that launched last November, the just-launched 55-inch XBR-55X900A and the 65-inch XBR-65X900A.
The sets all feature four times the resolution of FullHD 1080p, with native 3,840 by 2,160 pixels.
Material below native 4K Ultra HD resolution level is up-scaled to near-4K quality using Sony's proprietary 4K X-Reality PRO picture engine
All colors, including difficult blues, greens and reds, are delivered naturally and accurately through Triluminos display quantum dot technology.
Sound is also enhanced with an integrated 65-watt, front-facing magnetic fluid speaker system.
The sets also feature FullHD 3D capability using passive glasses technology, and Sony includes a smart-TV system with built-in Wi-Fi connectivity, including access to the full Sony Entertainment Network suite of services.
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