Sony launched the Bravia last year under the "colour like no other" strapline, with an award-winning TV campaign created by Fallon London. The company asked OMD to develop a Metro press campaign that would link the product to the World Cup and promote Bravia as the best product for picture quality and colour clarity.
All of Metro's World Cup editorial coverage will be sponsored by Sony's Bravia TV, which the manufacturers said would provide impact during a cluttered advertising period.
The cover wrap creative, devised by integrated agency Iris, is part of Sony's 拢3m press, outdoor, online, cinema and TV campaign for the Bravia brand. The creative will change during the World Cup to reflect incidents during the tournament.
Andy Benson, commercial director at Sony UK, said: "We wanted to create impact for our innovative Bravia range, which stood out from any other World Cup advertising.
"OMD UK developed a campaign with Metro which communicates our key messages and gives us stand-out exposure throughout the competition."
Metro, which has a combined national circulation of 1.1m, is the largest free national weekday newspaper in the UK. The title is now available in 15 cities, after launching in Liverpool and Cardiff in March.
The campaign will run nationwide across all Metro editions.
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