Sony's "Tumble" Commercial

http://www.youtube.com/watch?v=v1u_d0NGKpM

Product
SONY’s “Tumble” Commercial: OLED
(“Tumble” means to Sony’s new line of HD products)

Visual
The 60-second commercial, “Tumble,” is a mini-movie. It opens on a set in the mountains where one of the Sony CineAlta professional cameras shooting the scene takes an unexpected tumble down the mountain. Except the fragments are actually Sony Blu-Ray player, which go flying through the woods and morph into Hanycams, which skaters across a frozen lake and onto the bed of a passing truck, whereupon they once again splinter and once again rematerialize as Vaio laptops and soon through a couple of transmogrifications until they finally settle on a kitchen counter as the world’s thinnest OLED(Organic Light Emitting Diode )TV.

Target Consumer
Targeted consumers would be anyone who are interested in digital imaging products and want to have a high-definition experience with Sony’s product.

Design and Flow
This commercial is a Sony “Tumble” campaign to introduce their new line of HD products. It is very memorable commercial to consumers because they used a great visual surprise-turn. Unexpected flows in its commercial makes consumers wonder and imagine what would happen after each product gets shattered and transforms into another Sony’s HD product. They want the consumers to recognize all of Sony’s new High Definition products through this commercial.

Product benefit and Consumer benefit.
Sony’s key benefits to consumers are the high-quality HD products with affordable price. Consumers will have a great experience for their special moments with Sony’s high-definition products.

Competition
The main competitor for Sony’s HD products is South Korea’s Samsung and other competitors are Toshiba, Panasonic, and LG by providing thinner, use less energy, fancy design in digital imaging products.