Sometimes It’s Not Just What You Say, But How You Say It – And That Takes Balls To Do It Right!

Communications is a funny thing. It’s not always what you say, but how you say it. Not only that, how you say something  is further influenced by the context in which you find yourself communicating.

I’ve been thinking about this as I review the financial year that has been at work (it’s performance review season, heh!). I realize just how much of my work this year has been influenced by this maxim as I remember just how many times I’ve had to make this “case” to my internal stakeholders as well as agencies. Sometimes, it’s less about the speeds and feeds, bullet points and such – at the end of the day, it’s how you “romance” the product or brand’s truth to the audience.

As I was giving this some thought, I was reminded of an old (well, 2005 does seem old in light of today’s rapidly changing times) TVC: Sony’s “Balls” ad, to launch its Bravia line of high-definition televisions.

It was hailed as one of the most memorable commercials in the last decade because of its simple proposition: thousands upon thousands of balls cascading down a hill in San Francisco, resulting in a video that radiates joy, playfulness and a love of color (I mean, check out the tag at the end, “Color like no other”!).

And that’s the beautiful thing about this ad – the product is nowhere to be seen – the audience is, instead, offered a feeling. They are invited to connect an emotion with Sony’s brand, rather than be wowed by the product’s technical capabilities.

Kudos, to the agency and the client, Sony, for having the… uh, balls, to sign off on this.

The making of Sony Balls:

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