I know everybody is well aware of the Sony “Balls” commercial as it blew the industry away with its inherent magic. But I wanted to post it just once more, because it is still great to watch even after all this time. I also know that everybody is familiar with the newer (and less inspired) Sony “Paint” commercial. I remember actually staying awake until 12:01 or whenever it was released just so I could be the first to see it.
Fallon has definitely spent some time fine tuning their hype strategy for their latest iteration, “Playdoh”. You may or may not have seen it yet as it has been very much subdued for the most part compared to the hype before the paint commercial. I think Fallon has toned down their viral and pr stuff this time to keep everyone’s expectations a little lower. For the paint commercial, anything less than a Spielberg would have and did upset everyone. I remember thinking, is that it? Sure it was big and expensive and what not but the music was the low hanging fruit of choices compared to the piece from balls. That selection made the entire spot in my view.

For the upcoming Playdoh spot, I only know of their website and the teaser video on youtube (below). If you have seen anything else out there, please let me know. From what I have seen, the stop motion animation should be pretty cool and will hopefully live up to everyone’s expectations. I can only imagine how much it cost to buy that much plasticine and keep that many animators on retainer… but that is for Sony to worry about at this point. Final spot to be released on October 5th.