Ad of the Day: Sony pays tribute to original Blade Runner movie in time-travelling ad

Sony is taking viewers on a Blade Runner nostalgia trip, from 1982 to 2017, in its latest commercial to promote Bravia televisions and the release of the Blade Runner 2049 movie.

The campaign, which was conceptualised by Dentsu Japan, takes viewers through time to a living room set in the 1980’s as a group gather to watch the original Blade Runner film. The ad transitions into 2005, where another group watch the original classic, shot in 1982 and set in 2017, with just as much excitement. The journey ends in the present day with the latest Bravia TV showing the trailer for Blade Runner 2049.

The ad was shot in Spain and directed by Edu Vieitez in custom built sets build by PSN Spain and GunsRock. They completed all the production design, including art, wardrobe and sourcing the vintage Bravias, as well as other Sony products like walkmans and mobile phones to create authentic sets for each era.

The campaign will run online from 3 October and on Japanese TV around the feature film’s promotion and cinema release.

The Drum recently looked at how Warner Bros and Sony Pictures used marketing to promote Blade Runner 2049, which is the sequel to the Ridley Scott sci-fi movie Blade Runner.

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Shawn Lim

Shawn Lim is a reporter at The Drum, covering industry news around the Asia Pacific region with a focus on Singapore and Southeast Asia. Based in Singapore, he has worked across photography, video and online, covering a range of subjects including current affairs and sports.

Before Game of Thrones, he was a huge Breaking Bad fan. He does CrossFit and yoga to stay healthy.

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