Sony Ericsson's new campaign: Never Miss a Shot

5 July, 2006 - London, UK - Sony Ericsson today kicks off its global marketing campaign for the new Cyber-shot phone with the launch of "Never Miss a Shot", an action-packed TV commercial starring top female tennis players Ana Ivanovic and Daniela Hantuchova. The commercial goes live online today at www.nevermissashot.com and will be supported by an integrated global press and print campaign, point-of-sale, digital and viral marketing activities.

"Never Miss a Shot" focuses on a tennis match across the rooftops and skyscrapers between Ana and Daniela. The game begins when a sunbathing Daniela hears a tennis ball being hit by Ana on an adjacent rooftop; she immediately leaps up from her sun bed, grabs her racket and runs to return the ball, the match begins and a dramatic rally unfolds.

The city's "roof-scape" becomes the girl's tennis court as they find themselves leaping from building to building, using the edges of the roofs as a base line and volleying over nets made from roof top advertising signs. A man in a nearby office block talking on his Sony Ericsson Cyber-shot phone looks out the window to see Daniela leaping down from the building above; he captures a dramatic image with one click of his phone. The advanced Cyber-shot camera module inside the phone means he gets the perfect picture and his colleague can?t believe he missed out on such an amazing photo opportunity.

"Never Miss a Shot" will be broadcast in 60, 30, 20, 15 and 10 second ad bursts. The commercial, breaking on TV first in Hong Kong (July 5), will then roll out world-wide over the next three months.

05.07.2006. 12:07