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Sony Arsenal 4K TV

Sony launches micro ads on Olivier Giroud's football boots visible only to 4K TV owners as part of 'Microtising' campaign

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By John McCarthy, Opinion Editor

November 26, 2014 | 3 min read

Sony has enlisted Arsenal FC and France forward Olivier Giroud in its ‘Microtising’ campaign to showcase the clarity of its 4K TV range.

To boast the effectiveness of the ultra-HD technology, the Japanese electronics firm has installed tiny ads on Giroud’s football boots that can only be picked up by those watching the football on 4K TVs.

The campaign turns on its head the ‘bigger is better' mantra looking to gain viewers’ attention with its microscopic Sony and 4K logos branded onto Giroud’s boots and on individual blades of grass. The micro ads were first rolled out during Manchester United’s defeat of Giroud’s Arsenal on 22 November.

Motoi Kawamura, head of TV marketing for Europe, said: “We had an amazing response to our ‘Microtising’ campaign at Wimbledon last year and we thought 2014 should be the year we bring it to another popular pastime - football.

“Our 4K Ultra HD TVs really lend themselves to sport as you can catch every minute detail of speed and skill that justifies football’s moniker as the beautiful game. Every football fan sees their home pitch as hallowed turf, so we thought it is the perfect place to showcase how close they can get to the action by watching in 4K Ultra HD. The marriage of player and pitch is as perfect as Sony 4K and football – and with 4K you’ll feel like you’re turning out alongside your team.”

On why he got involved with the campaign, Olivier Giroud added: “Football is my passion, and I want everyone who watches it to feel what I feel when I run out onto the pitch, and 4K television is the nearest thing you can get to actually being on the pitch yourself.

“Sony’s ‘Microtising’ campaign excites me because you can only see it with 4K technology, and the closer my fans can get to me playing the better for me and the better for them.”

This builds upon the success of Sony’s first ‘Microtising’ campaign at Wimbledon in 2013 where British tennis star Anne Keothavong sported microscopic advertising on her fingernails, hem of her skirt, shoelaces and sporting equipment.

Sony Arsenal 4K TV

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