Eric Morecambe once famously pointed out to concert pianist Andre Previn that, in attempting Edvard Grieg's ‘Piano Concerto’, he was “playing all the right notes... but not necessarily in the right order." This mistake could be easily made in Sony’s new commercial from Fallon, in which 128 musicians take on a single note each to reconstruct a melody from the brain-box of Hollywood composer Peter Raeburn.
Gathering in London’s iconic Alexandra Palace, the musicians –spanning from axe-wielding guitarists to mini-toy-grand-pianists – were arranged by instrument group to form an ‘acoustic grid’, creating spectacular waves of sound when each note was played.
Speaking of the achievement, Sony UK’s Central Marketing General Manager Mikah Martin-Cruz said, ““This was a hugely complex technical experiment. Not only were we doing something that hadn’t been done before musically, but it also needed to provide a unique audio and visual experience. Sony always tries to push the boundaries, and this advert perfectly illustrates that. The combination of many people’s talent and passion has produced an organic experience that we are sure will capture consumers’ creative imaginations.”
Top pop promo director Nick Gordon – helmer of vids for The Kooks, Muse and Supergrass – captured the musicians in action, commenting “This was an ambitious project to work on. We didn’t just want to produce an impressive advert, we wanted to challenge people to think about music as an evolving art form.”
A great making of can be found on the official site - http://www.walkmanproject.com/
For the numerically minded amongst you who are desperate to know just how many Glockenspiels to spot, here’s the full list:
32 drummers including:
8 Toms, 8 Hi Hats/crash cymbals, 8 Kick Drums, 8 Snare Drums
8 Glockenspiels
1 Toy Glock
6 Kalimbas (thumb pianos)
16 High Synths
4 Bass Synths
4 Toy Pianos
1 Shofar
8 Tubas
4 Melodicas
8 Double Bass
32 Electric Guitars
4 Music boxes
Forming the basic of a integrated campaign - including TV, print, online, in-store and PR - the piece was viewable online from 25th October and is all over TV right now!
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