Agency Network: 
July 2009
Sony:  Couple


Print advertisement 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
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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

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

Activity Score 93
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

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.

Activity Score 194
Creative Director at FP7/DXB
Emran Hayat's picture

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

Emran Hayat
Activity Score 832
Art Director at IAL Saatchi & Saatchi |

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

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!

Activity Score 598
Creative Director
Notorious's picture

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

good luck

Activity Score 666
Other at Freeman Advertising |

outsmart me, if you can

Notorious's picture

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 !!


Activity Score 666
Other at Freeman Advertising |

outsmart me, if you can

alexander_bickov's picture

victorous idea

Activity Score 3217
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

Marine pack a swimming pool?

Activity Score 743
Guest's picture

i like it
i work for it once

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