SI: Sony Teases With Soundville Tests Ad Campaign

[Christopher]

Soundville Tests is Sony’s next big advertising campaign which is based on some quite impressive large scale experiments with audio technology. Sony has released a couple of teaser clips showing off some of the content they are currently filming in Iceland. The trailers are somewhat interesting but it’s hard to gain a sense of what exactly we’re expecting here. One video has an amazing array of more than a hundred speakers on a wall with Nine Inch Nails-esque audio pumping in the background. Another video shows some professional audio equipment and then transitions to a dramatic zoom of a tea cup, and then shows what may be the contents of the cup bouncing up and down due to the intense volume. Are they trying to blow up the tea cup? Is this going to be Dr. Sony and Mr. Hyde with audio?

Every Sony commercial I’ve seen at this scale is usually impressive (e.g. Bravia), but what are they trying to push here? It can’t be just one audio product - it must be an overall statement towards Sony audio. Unfortunately, we’re not allowed to share too much info at the moment, since it will officially be released in a couple of months.

The pictures we’ve come across are equally as perplexing as the videos, but at least indicate that they have made some very elaborate sets for this campaign. I wonder what they are going to do with all of those stand-up speakers that usually come bundled with home theater units. Another picture shows an underwater speaker, which I’m surprised to see as usually those won’t work without some type of special casing.

Also, how many companies show off teaser trailers of an ad campaign? Hopefully this Soundville campaign won’t disappoint.

View the full article