Always creatively ambitious, Sony Bravia is once again employing the elements as a metaphor for the quality of its TV experience.
To promote the Bravia Oled – a TV with technology that produces sound from the screen itself – Sony and its newly-appointed agency, Innocean, have produced a breathtaking film that immerses its viewer in sound and vision.
The ad opens in a barren landscape with the sound of Grace VanderWall's 'Beautiful Things' reverberating throughout.
The camera then travels across the desert until we come across a clear screen with the image of a rock, upon which a drop of water emerges.
The drop turns into a stream which grows as the music strengthens in intensity. The stream then permeates through to the size of a river - all captured and presented across Sony's high definition screens.
The screens then emanate and multiply in size so that they represent a river flowing through the barren valley.
The emotive experience continues until the TVs collectively form a waterfall, and the onscreen text reads, 'Be immersed in sound and vision'.
It's now been 14 years since the iconic Bravia 'Balls' campaign, which saw Sony launch thousands of bouncy balls down a hill in San Francisco to illustrate the depth of colour, detail and quality of its Bravia TVs.
Since then, the brand has impressed time and again with beautifully crafted films, using imagery and music to elicit an emotional response in consumers.
Created by DDB, Sony Bravia's most recent ad brought to life a dark forest, using design to show off the bright and contrasting colours to claim its TV is a 'window into daytime'.
Discussing its latest campaign, Innocean's creative director, Dom Sweeny, said: “With this spot, Innocean has set the stage to grow itself from a drop to a multifaceted agency to look out for.”