Agency Network: 
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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Dany_N's picture
Activity Score 4

Nice concept, but very bad execution.
Why not putting the family in the water to have the real bubbles and hair and clothes effects ?

Guest's picture

I agree. That's what I thought too.
It would've worked better if the clothes and hair had the floating underwater effect, not static like these.

Guest's picture

Agree with Dany. Could have been at least a bit more interesting.

Emran Hayat's picture
Emran Hayat
Activity Score 832

S&S u sux big time _|_

Creativity is a natural extension of our enthusiasm

Guest's picture

bad execution

SoCH_TO's picture
Activity Score 967

Superb Idea. I thinks Art direciton may better than persent but its also good Art Direction

Live with Passion

eclipse011's picture
Activity Score 44

How lame. Not only the idea, but also the execution. Why this photoshopped picture when you promote a camera that can actually take pictures under water?

.-_'s picture
Activity Score 95

hahahaha.. i agree

bubblestheclownfish's picture
Activity Score 614

Agree with all the comments above. WAAAAAY too subtle. Have some fun with it. Make the family look like they actually wanted an underwater family picture. Lots of hair floating, dresses all over, cheeks full of air as they frantically try to keep holding their breath for the camera. THAT would be fun. You could just imagine this zany family planning this fun shot. The current ad is the wrong approach.

alexander_bickov's picture
Activity Score 3279

Here people may ununderstand that people are under water

sirvan's picture
Activity Score 29860

It's not about "subtle" it's about the clothes and the hair NOT being wet in these shots. They should've been actually underwater. Duh.


"I love some things, and don't love some other things."

gon_enelcamino's picture
Activity Score 838

si estas vendiendo una camara para sacar fotos abajo del agua... por qué tenés que cagar todo con un trabajo tan malo de photoshop para mostrar gente dentro del agua?? tu camara no está para eso???

además la idea es bastante mala muchachos...

karaba's picture
Activity Score 112

Que drolito !

Guest's picture

seriously bad execution

Guest's picture

Sorry but it don't seems like they are in the water, could be so much better i think.

Simple things missed!!!!

Guest's picture

Very simple art direction things missed, lame!!!!!

rolling.stone's picture
Activity Score 2741

bubble and floating hair would have made it better


~ Quite obviously, I have gathered no moss ! ~