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My Most Immortal Ad: Emma Robbins on Sony 'Balls'


The Immortal Awards juror and M&C Saatchi Melbourne executive creative director on Fallon's mesmeric spot for Sony Bravia starring a quarter of a million bouncy balls

My Most Immortal Ad: Emma Robbins on Sony 'Balls'

There are less than three weeks to go until this year's Immortal Awards deadline. In the build up to the Friday 10th September cut off, our jurors have been taking it in turns to select the ads and campaigns that are most immortal to them, revealing the reasons why they've stayed with them until this day.

Emma Robbins, executive creative director of M&C Saatchi Melbourne, takes us back to 2005 when Fallon let a quarter of a million bouncy balls loose on the streets of San Francisco to promote Sony's Bravia range.

The deadline for this year's Immortal Awards is Friday 10th September. More information on how to enter can be found at the bottom of the article.

Sony 'Balls' (2005)

After busting my arse trying to come up with amazing scripts/dialogue/gags for most of 2005, Sony Balls lands. And it wasn’t any of those things. It wasn’t even an ad. It was an action. A magical two-minute-30-second celebration of color, starring a quarter of a million bouncy balls, a dog on a ledge, an inconvenienced frog and the inclines of San Fran.  The spot made me want to be better, the three day budget and 23 person camera crew in body armor and riot shields made me want to move to the States, and the Jose soundtrack made me want to drink champagne and watch it over and over in bed with someone I love.

So ambitious. So incredibly simple. But tipping what the industry could do upside down. 

I remember reading an article with David Patton, the VP of Marketing for Sony Europe later on.  He said the script when he saw it made him feel uncomfortable. He said it was the shortest script he’d ever had presented to him. Simply saying: “We go to San Francisco and let a million brightly coloured balls loose down the steep hills of the city. Title: Colour Like No Other”.’ 

Seems like Balls was aptly named after you, Mr Patton. 


AGENCY: Fallon
PRODUCER: Nicky Barnes
CREATIVES: Juan Cabral, Richard Flintham
DIRECTOR: Nicolai Fugslig
PRODUCER: Nellie Jordan
EDITOR: Russell Icke
VFX & DESIGN: The Mill
VFX PRODUCERS: Darren O' Kelly, Stephen Venning Fi Kilroe, Jordi Bares, Robert Kolbeins
2D ARTISTS: Adam Grint, Dave Birkhill, Judy Roberts, Rich Roberts, Zoe Cassey, Edwin So, Matthew (Wispy) Clarke
3D ARTIST: Laurent Makowski
COLOUR: The Mill

Entries to The Immortal Awards are now open and Little Black Book members can make their submissions here today. 

Entries into The Immortal Awards will be accepted until September 10th 2021. All entries must be made for a commissioning client, and must have first aired, broadcast, displayed, launched or published between 1st September 2020 and 31st August 2021.  

Every member of LBB is entitled to up to five entries, depending on their membership tier. This year, Bronze members receive one entry, Silver members will receive two entries and Gold members will receive five entries. The full list of rules, including eligibility dates, can be found here.

If you’d like to enter the Immortal Awards but you’re not yet a member of LBB, sign up here today. If you’re already a member and would like to increase your number of entries, you can upgrade your membership here.

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The Immortal Awards, Wed, 25 Aug 2021 11:00:00 GMT