Sony’s Paint-Fireworks Commercial: Marketing Lessons

Watch the stunning commercial Sony made showing fireworks made of paint instead of the usual substances.

Then watch the behind-the-scenes story of the making of this commercial.

As a marketer, what conclusions can you draw? Here are a few of mine:

• It is still possible to make commercials that are also art–even make them absolutely riveting
The logistics involved in this 60-second spot are as complex as a general’s decisions on the battlefield
f you don’t have several million dollars to play with, making TV commercials may not be the best use of your marketing resources, because you cannot compete with this level of craftsmanship
If the purpose of the ad is to get me to buy this particular TV, the ad is an utter failure; at no time does it show me any benefit to this set over any other
However, if the purpose is to draw a positive association with the theater, the excitement the art of it, and the viral thrill of sharing it with your friends, then the ad is a rip-roaring success–but whether that will translate to enough additional sales to justify the costs of producing and airing the ad, I don’t know