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:

Twitter’s Best Practices For Media

Straight from the horse’s mouth, here are several guides and best practices to integrate Twitter with TV, music, entertainment, sports and news.

  • Twitter on TV: A Producer’s Guide – A compendium of best practices for engaging and growing your audience on Twitter using the power of the TV screen. A simple integration can drive two to ten times more Tweets from your audience while your show airs.
  • Tweeting for TV – Before the web, the water cooler was the place people would meet to talk about what happened on television. Now this practice occurs in real-time, and people don’t want to wait until the show is over. Here’s how to join that conversation effectively.
  • Twitter for Newsrooms – Resources to help you and your organization at every step of the reporting and publishing process. We want to make our tools easier to use so you can focus on your job: finding sources, verifying facts, publishing stories, promoting your work and yourself.
  • Live-tweeting Best Practices – Live-tweeting is an easy, flexible way to turbocharge your engagement on Twitter. We’ve found that across many different genres and levels of celebrity, it consistently boosts retweets, @mentions, and new followers.
  • Twitter for Sports Organizations – Twitter and sports fit together because sports are live, immediate, suspenseful, and fun—and these are qualities Twitter mirrors and enhances in real-time. People use Twitter to follow their favorite players, sports writers, and teams, but most importantly: they use Twitter to talk about games as they happen.
  • Twitter for Athletes – It takes a lot of work to stay on top of your game as an athlete. First you’ve got to stay healthy and focused. But then there’s all the rest: staying in touch with teammates and friends, keeping your fans happy, and even running other businesses and charities. Here’s the good news: from your sport to your passion, Twitter gives you one place to bring it all together.