30ft Bunny Hops Sony Into Ring With Nike and Coca-Cola

Branding is a process. It’s not a formula made up with numbers and impressions. It is a more organic process with a little bit of magic that happens when the right groups of people get together and have ideas. Right now, that right group is Sony, Fallon London, Passion Pictures and Gorgeous Enterprises. What’s the idea? Color. Add some Playdoh and you’ve got Clay: the much anticipated third installment in the impressive Sony Bravia “like.no.other.” campaign.

Few brands have reached the point where consumers eagerly await the next piece of advertising. And only a few brands can say they parallel the zeitgeist of Nike, Coca-Cola, Harley-Davidson or Apple. Sony hopes to step into this realm with a 30 foot bunny, lots of little bunnies and boxes, and a wave; oh, and a little magic tagline that goes “like.no.other.” Think of it in terms like “Just do it” or “Think different.”

“It’s humbling,” says James Kennedy of Sony. “We don’t quite know how we’re going to pull this thing off.”

Balls and Paint set the bar high for consumer expectations and production extravaganzas. Balls sent 250,000 bouncy balls through the hilly streets of San Francisco. Paint, filmed in Glasgow, Scotland, had more explosions than the opening scene of Saving Private Ryan. Both adverts delivered an experience like no other: no spoofs, no miniature sets, no special effects.

“There’s something important about doing it for real,” said Ben Sizer from Fallon. “We want to truly do this like no other.”

For Clay, the numbers are: 40 animators collaborating onset to move 2.5 tons of plasticine (189 bunnies, 150 boxes, and a 30 foot bunny) for approximately 100,000 stills to make up a 60 second commercials. Like no other should be like, no problem.