Like the “difficult second album”, the new Sony Bravia advert “Paint” is unveiled.
It didn’t make the spine tingle like the first time I saw “Balls” but then again this time they chose to periodically give us glimpses via their production blog - thus removing the surprise factor somewhat.
The paint explosions have the potential to be as beautiful as the bouncing balls were, especially in slow motion, but somehow there’s just not enough of it to carry it off (not withstanding the inevitable extended “directors cut” that’ll appear in a couple of weeks time). Perhaps it’s simply that the streets of San Franscisco are a lot more photogenic than a condemned Tower Block in Glasgow?
Obvious by it’s absense this time round is a soundtrack from an obscure unknown artist, ready to be propelled into megasuperstardom by the exposure. Perhaps that extensive trawl of MySpace must have been too much to contemplate after spending months and months (plus a boatload of cash) in post to rescue this.
Still, I like big production adverts. There are far too few of them, and when they’re genuinely inventive, emotive or beautiful (and very occasionally all three) they become mini-masterpieces and cultural landmarks that touch millions.
Sadly, this exhibits classic sequel symptoms and doesn’t quite live up to the original. Like all sequels though, there’s almost always a third in the trilogy and I’d love to see Sony enlisting Michel Gondry next time round.
Wouldn’t mind one of their telly’s mind you …
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