Sony has unveiled a World Cup based marketing campaign to persuade customers to upgrade to its new range of 3D-ready TV sets.

The Europe-wide campaign – which is based around the slogan ‘Do not adjust your set’ – will premiere on 11th, the opening day of the World Cup in South Africa.

The campaign’s TV advert features a montage of footage, such as Brazilian footballer Kaka kicking a ball into an exploding goal, a skidding sports car and a strongman flexing his muscles, all shown in double image to mimic 3D.

The advert, produced by Anomaly, then tells viewers not to adjust their TV set to account for the blurred picture, before advising them: ‘Maybe it’s time to get a 3D TV.’

A 3D version of the ad has also been created, and the Japanese company will further be filming 25 games from the World Cup in 3D, with a highlights reel to be played at 1,300 Sony-affiliated stores across Europe to promote 3D TV.

Source: Sports Industry Group

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