There's no place like foam

Yes, it's here, the next big Sony ad from Fallon has arrived. Causing a sense of anticipation not seen in adland since Anthony Head and Sharon Maughan gulped down the dregs from their last Nescafe together, Fallon have moved on from Bravia and turned their hand to Sony's digital imaging range. The result, 'Foam City', is an epic spot with a rare combination of originality, scope and fun. Directed by Simon Ratigan, the spot features 200 genuine Miami residents, who were invited to the foam-filled downtown area of Miami. If the chance to play in 460-million litres of foam pumped from the especially built world's largest foam machine wasn't enough, the Miami-ites were given Sony's range of Cyber-shot digital cameras, Handycams and DSLR cameras to record every minute and capture every foam-filled crevice (of the Miami streets that is).


The impressively moustachioed Ratigan, who's previous work includes Vodafone 'Raining Time', and 'Inflatable Animals' for Orange - a spot that must have gone a long way in bagging him this one - said, 'A lot of my work to date has focused on people’s honest experiences and emotions. Having the citizens of Miami involved, with their free spirited nature and willingness to interact with this new and exciting environment, without any guidance other than to go and explore, has been a wonderful experience. The final ad will show natural, real life emotions and reactions to a city full of foam.'

Mikah Martin-Cruz, General Manager, Marketing Communications, Sony Uk, said of the ad, 'We wanted this to be a magical event where people would be able to have a truly unique photographic experience, where they could actually take images like no other.'

From the images on the website it looks like their aim was achieved and a great time was had by all; the end result isn't too shoddy either!