In the summer, the consumer electronics firm will launch a campaign based on a concept dubbed 'Foam City'. The ads, being shot in Miami by Fallon, will show people playing in foam bubbles around the US city.
The campaign follows an award-winning series of ads promoting Sony's Bravia TVs. Executions included 'Balls', 'Paint' and 'Play-Doh Bunnies'.
Sony has a UK marketing budget of £21m, more than half of which is dedicated to TV advertising, according to Nielsen Media Research.
However, the company is now boosting its online advertising spend following
the appointment of Dare to handle strategic development, digital marketing and web design for products across its portfolio.
Sony also recently appointed i-level to handle its UK online planning and buying account, which is worth about £5m.
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