The campaign, 'Shoot. Eject. Play. Simple' is launching on May 30 throughout Europe with TV, print and posters created by Fallon and using the new global strapline 'like no other'.
The idea behind the creative focuses on the simplicity of the DVD Handycam 203 format, which allows people to shoot, immediately eject and playback on any compatible DVD player.
The TV and print spots feature a series of people shooting in various locations doing anything, however ridiculous, to watch their footage back with the nearest DVD player they can find.
In the ads, people scale buildings, intrude into people's homes, barge into barbers, a petrol station, even stop a coach load of old people on a trip away.
David Patton, senior vice-president of marketing communications for Sony in Europe, said: "The camcorder market is getting older and more occasion-based. People think the products are difficult to use.
"This campaign injects youth and energy back into the market at the same time as clearly conveying the key DVD Handycam benefit of simplicity."
The ad was directed by Thomas Hillard, art directed by Gary Anderson and written by Lawrence Seftel. Media buying is by OMD UK.
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