Sony Vaio: Experiential Marketing, Sweat

The shoot was centred on an experiential marketing exercise; Marvin Joseph (photographer) had to perform/execute twelve images over two days on a make-shift set outside Customs house in the heart of Circular Quay, Sydney, Australia July 2007. There was an estimated audience of 50,000 passers by that 'experienced' a fashion shoot in progress with high-end talent and a production fit for a motion picture.

Advertising Agency: Jack Morton Worldwide, Australia
Creative Director: Philip McDougall
Art Direction: Marvin Joseph
Photographer: Marvin Joseph repped by Maynard Imaging
Additional credits: Rhonda May Hair & Make-up repped, Bianca Chong Fashion Stylist
Released: September 2007

15 comments

saidukaringa's picture
saidukaringa
273 pencils

can't belive all that. what is so special?

Saidu Karinga
The Idiot

http://saidukaringa.yolasite.com/

Al Ries cover's picture
Al Ries cover

i like it.

proverbialthought's picture
proverbialthought
278 pencils

Soooo let me see if I got this straight... I'm supposed to buy a Vaio because they put two scantily clad women on a piece of paper who are pseudo sexual? My God, how stupid and animal-like do these advertisers think we are. Do they even consider that not all people are going to use our laptops for porn? We are not all trying to use our laptops to get a lap dance. These ads are not selling computers, but once again are selling sex. Sorry, I'm not buying!

Culture In Ads: www.culturaltheology.org

Robinios's picture
Robinios

Well, it works for me! :-D

Guest's picture
Guest

just have a quick look at the comments on the men's underwear ads....

Guest's picture
Guest

I agree 100% with proverbialthought,

And this girl with the laptop is exactly how I feel when these little images of 'hot chicks' pop up on the left and right bars of the screen, violated and exhausted because they try to pop my eye away from **my friend** center screen. I love laptops. I hate unwelcome information, I spent years at the library and no one shoved this my way. Maybe there's a better way to treat people. I know the virtual world has a side that takes us away from things at times, I wish depth were easier to find because other people wanted it, too.

Ugh I am sick of it. The mindset that focuses these ads. The advertisers know that it plays on a low-level energy field (like many others), and it's time GROWTH, not stagnation, plays CENTER field (IMHO).

Saint Isidore take us a few notches up.

thanks for reading :)

Guest's picture
Guest

The ad is not the ad, it's the shoot itself. "There was an estimated audience of 50,000 passers by that 'experienced' a fashion shoot in progress with high-end talent and a production fit for a motion picture."
It's great, it's so brilliant that none of you guys got it. Which is refreshing.

Guest's picture
Guest

The ad is not the ad, it's the shoot itself. "There was an estimated audience of 50,000 passers by that 'experienced' a fashion shoot in progress with high-end talent and a production fit for a motion picture."
It's great, it's so brilliant that none of you guys got it. Which is refreshing.

proverbialthought's picture
proverbialthought
278 pencils

If you think this does not qualify a an ad; despite how they qualify it; then that's funny. As a matter of fact; I have some free At&T t-shirts to give you... And a new FREE comedy DVE from Verizon... You know, because those aren't ads either. This here, with VAIO promenantly placed is MOST CERTAINLY an ad. Haven't you ever seen PR in action before?

Culture In Ads: www.culturaltheology.org

elmikel's picture
elmikel
1147 pencils

oh, c'mon - their intention was obviously to elevate viao to a fashion brand and make an atmosphere like there's a fashion clothes brand shooting going on. I think this is a very good insight. I like it.

proverbialthought's picture
proverbialthought
278 pencils

BTW, since when did candid photos from a photo shoot come photoshopped. i mean, do you really think there was a female midget elf sitting on that lady's compute and they just snapped a photo of it. Or did somebody green screen the lady and add it in later. Of course it is the latter thus emphasizing the fact that this is most certainly an ad and part of an ad campaign.

Culture In Ads: www.culturaltheology.org

Guest's picture
Guest

you must be joking, right? jeeeez...

lame ads, not stylish enough.

pneuburg's picture
pneuburg
251 pencils

I agree with proverbialthought. Nothin' new or genius about a photo shoot in public. It was more like ambient marketing.

pjn

ssguixi's picture
ssguixi
215 pencils

can't believe i actually walked past the setting....and not even noticed ...shame on me

Guest's picture
Guest

It seems there is a deeper story to this.

This shoot is featured on the Sony Australia website(www.sony.com.au/vaiolifestyle)

Turns out it was part of a calendar shoot, and members of the public were also able to step into the shots.

Check out some of the images of people living the VAIO 'lifestyle'. Theres some pretty cool stuff there.

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