In the UK, there will be five television ads, as well as print, outdoor and online executions. It is the first work created by Fallon London since the agency won the account in November last year from Saatchi & Saatchi.
Two ads, for the Sony Wega Theatre system, show people enjoying a movie at home. In one of the spots, a group of sound engineers appear at the door, saying: "Thank you for appreciating our skills on a Sony Wega Theatre System". They then break in to a thank-you song.
In the second spot, a man who works in the special effects department also drops by to thank them, when an unearthly creature bursts out of his shirt to hand over a bunch of flowers, saying: "Yeah, thanks, we really appreciate it".
The ads were written by Dave Masterman and Ed Edwards, and directed by Ringan Ledwidge, who has also worked on campaigns for Nike, Adidas and Lee Jeans.
The campaign will also include three 30-second ads for Sony Cyber-shot digital cameras, showing fleeting photo opportunities like a man who appears to have a wagging tail. These were written by Glenn Gibbins and Simon Roseblade, and directed by Steve Reeves, through Another Film Company.
All of the ads will feature the new strapline "You make it a Sony". The campaign uses the company's new Advertising Management System, which allows local markets to adapt all the creative materials for their own campaigns.
Media planning and buying is being handled at a local level by OMD Europe, part of the Omnicom Group.
Tim Kaner, marketing communications director for Sony Europe, said: "We are able to run a campaign with a very strong overall message, while allowing the local companies to use the ingredients that are most effective for their markets."
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