July 2009

Print advertisment created by Saatchi & Saatchi, Australia for Sony, within the category: Electronics, Technology.

Cyber-shot marine pack.
Available for T and W series.

Advertising Agency: Saatchi & Saatchi Sydney, Australia
Photographer: Stephen Stewart
Executive Creative Director: Steve Back
Creative Director: David Bowman
Art Director: Toby Pike
Copywriter: Daniel Barrett

Comments (18)

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Guest's picture

looks like chuck norris movies: in the water with dry hair ...

Guest's picture

qué bonito.

.-_'s picture
Activity Score 95

i know it's for a totally different product, but i can't help thinking there's definitely something similar here (the visual :P)

Guest's picture

Damn strong hair spray. Stay so strong under water. The only effect that makes them look like they are under water are the bubbles. Not very convincing.

Guest's picture

can understand what it means but not that appealing.

Guest's picture

Actually what u want to make us know is the people can be in sea without oxygen or the camera is can give similar advantage in depth's high pressure as in open place.

Copy_ranter's picture
Activity Score 194

So predictable... First thing I thought of when I read, "Sony Cyber Shot Marine Pack"

I really don't like it. You haven't innovated the idea enough.

Emran Hayat's picture
Emran Hayat
Activity Score 832

never thought sony would comeup with such a stupid fake campaign. there should be inside water effect on hairs & woman dress

Creativity is a natural extension of our enthusiasm

Guest's picture

Absolutely unintelligent. First idea.

Guest's picture

That's some good Chlorine they're drinking at saatchi...

Three exact thoughtless executions.

bubblestheclownfish's picture
Activity Score 614

You know - sometimes we at our agency sit around and wonder HOW the big agencies let this stuff through. I mean - more than one person has to look at it (the credit list) and yet at no point does anyone say - "Ummmmm... thsi is kinda weak." I understand bureaucracy, and not wanting to be the ass that says it, but come on!

Notorious's picture
Activity Score 666

Ask me about it.. It's politics, politics is ruining big agencies..

good luck

outsmart me, if you can

Notorious's picture
Activity Score 666

Bad execution, bad direction and ridiculous idea ..
execution - the lower part where it shows the shoes is just fine, but the upper part so fake, so so fake.
direction - the lady's dress and hair should have showed like they've been moved by the wind and not so stable that you actually wonder are they trying to show them inside water or behind some huge glass containing water.
idea - WHY ON EARTH WOULD TWO BEAUTIFUL COUPLE get a picture inside a pool? and if it's that they're getting married in the pool, where's the saint? and HOW ON EARTH will they be able to say: "yes I do?" and would they really make it all that long in water holding their breath?? and yeaah, where are the breathing bubbles?
also, why thier eyes are so good and don't look offended by water?

haha saatchi !!


outsmart me, if you can

alexander_bickov's picture
Activity Score 3279

victorous idea

Guest's picture

apart from the bad execution, this is a lame product demo. Great, a camera that shoots underwater so I can take
pictures of my prom date in a pool. Bad logic, bad ad. fail

Bob08's picture
Activity Score 749

Marine pack a swimming pool?

Guest's picture

i like it
i work for it once

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