DDB Canada crafted a new campaign for Sony, promoting its Hi-Res Audio collection via two 30-second broadcast spots.
The ads aim for a weird sort of humor, with each showing people working out their ears in preparation of the intense experience they’ll get from Sony’s products. In practice, this ends up looking a bit creepy, as in “Ear Crunches.” The spot opens on a man as he takes off his cowboy hat and, with the aid of some special effects, begins some vigorous ear crunches. “Ear Workout” (featured after the jump) is more or less the same concept, with each spot ending with the tagline “Get Your Ears Ready” before showing the range of products in Sony’s Hi-Res Audio collection. Strange as the approach may be, it’s refreshing to see audio equipment advertised for sounding good rather than as a fashion accessory worn by celebrity athletes. Still, it would have been nice if DDB Canada could have mixed up the formula a bit more between the two ads.