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Press release   •   Jul 14, 2010 15:44 BST

The latest Sony advertising campaign for its Digital Imaging range promotes a brand new camera concept, the α (alpha) NEX-5 and NEX-3 compact system cameras and will roll out across Europe in July.

The campaign focuses on promoting the new cameras that sit within the Sony alpha range and offer DSLR picture quality using interchangeable lens on a camera the size of a traditional compact.

The TVC will go live in the UK on ITV1 on Wednesday 14th July. The integrated campaign will run across TV and press and will have a strong presence in store throughout the summer.

The NEX-5 is the World’s smallest and lightest interchangeable lens digital camera and is also the first camera from Sony to boast 3D capabilities. Both the NEX-5 and the NEX-3 also offer HD movie recording.

Sony worked with it’s European agency Anomaly to create the campaign and the brief was to create a visually engaging campaign that demonstrate the creative capabilities of the NEX cameras and in particular features such as Background Defocus, Full HD video and quick response which all help the NEX-5 and NEX-3 cameras create professional quality images.

Following this brief the campaign was shot on location at a carnival created specifically for the shoot in Uruguay and was directed by Jeff Labbe. The sound was designed by Sam Spiegel and attempts to capture the excitement as the carnival gathers pace and amplify the defocus message both visually and aurally.

Matt Coombe, General Manager, Marketing, Sony UK, commented; “The launch of the NEX cameras has created a great buzz within the Digital Imaging category. The Carnival theme for the campaign gave the perfect vibrant and hectic environment to show how versatile and high quality the NEX-5 and NEX-3 cameras can be.”

To see the ad visit: