Sony's new TVC pegs Cyber-shot's intuitive function

Sony India has unveiled a new campaign to promote the T-90, a new variant of its Cyber-shot range of digital cameras. Created by JWT, the new campaign highlights the 'Smile Shutter' feature of the camera.

Explaining the creative brief, Elvis Sequeira, VP and executive creative director, JWT said, "The brief we had received was to showcase Cyber-shot's cutting edge design by demonstrating its features. The Sony Cyber-shot can hypnotise you through design, but we wanted to showcase it as being intuitive and instinctive like a human eye in function."

Watch the TVC here:

Sony Cybershot from Campaign India on Vimeo.

The TVC shows a young man making his way through a fashion show after-party. There are a lot of attractive models around, but only one particular model catches his fancy. He begins watching her every move and notices that she is toying with a sleek camera. Next, she teases him as he thinks that she will click his picture, but ultimately points the camera at herself and smiles. However, she doesn't need to click when she's ready; the camera captures the frame as soon as she smiles. 

"The consumer insight," adds Sequeira, "stemmed from the fact that people take mental snapshots when they see something that catches their attention. They notice the details or parts that make up the whole - like shoes, hair, clothes, body language etc - when they are interested. We have weaved this insight into the commercial."

The creative team includes Sequeira, Sabuj Sengupta, Tripti Kakkar and Pankaj Kumar. The commercial has been shot by Jonathan Lennard of Bang Bang Films. The media mix for the campaign includes TV, print, outdoor, digital and above-the-line.