One of the most memorable commercials of the 2000s, Sony Balls is a simple proposition. Hundreds of thousands of coloured balls are launched down a hill in San Francisco to create a film that radiates joy, playfulness and a love of colour. In advertising terms though, the film is unusual. It was created to launch Sony’s Bravia high-definition television line in 2005, but the product is nowhere to be seen – instead, the audience is offered a feeling. They are invited to connect an emotion with the brand, rather than be wowed by the product’s technical capabilities. This strategy ultimately proved highly successful, although it required considerable persuasion by the ad agency, Fallon in London, and bravery by the client ...