05.11.13 by Jeff

Sony’s 4K TV is Dumb.

Sony 4K Ad is an Epic Fail

Sony 4K Ad is an Epic Fail

Sony 4K Ad is an Epic Fail

I rarely do this but I have to rant a little bit about this ad. It’s actually less about this particular ad and more about the cycle of constantly “improving” technology and what’s being deemed creative these days.

Sony’s new ad spot for their new 4k television features 8 million flower petals floating over a small town, symbolizing their new 8 million pixel display. The formula is a very familiar one: Take a bunch of colourful things, throw them everywhere, film it all in slow motion.

The ad is meant to promote the fact that the new Sony televisions will have four times the detail of the current HD sets, but sadly we don’t have these televisions yet! So that means we’re all watching this 3840 x 2160 ad in 1080p, on Youtube, and the fullscreen images look terrrrible.

I realise they must have thought of this, but if it was an intentional decision for us to watch a pixelated ad, is it effective? Does it really make you want to buy a new 80″ television, or does it only expose how stupid this is? I mean, filmmakers must be cringing right now, imagining all their future clients demanding 4k, and dreading the hard drive purchases and encoding times that await them. Do we even want this?

This is a perfect example of how the rapid cycle of upgraded technologies is actually killing creativity. Instead of trying to do something amazing with the tools we have, we are always tossing something in the garbage and unwrapping something else. Then we use that new thing to re-make something we already made with the thing we threw away. Who needs new movies when you can watch the same super hero origin story every six months in higher definition!

This commercial is a completely uninspiring re-make of Sony’s own Bravia ad from 7 years ago, and it celebrates an advancement that only makes it harder (and more expensive) for people to create things. A truly revolutionary moment will be when Sony releases an 8k television, and it comes with a human-like robot designed to actually appreciate it.

Maybe I am just getting old. You can watch the ad (in all its pixelated glory) below.

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Jeff Hamada is the Founder and Editor of Booooooom. He lives and works in Vancouver.

  • Amen!

  • preach on brotha!

  • Tod S

    Someone told me a 4K TV needs to be at least 60+ inches for you to even get the full value of the image it displays? Whether that’s true or not, I doubt these TV’s will catch on as fast as they think they will.

    • its SO ridiculous

    • Jimih

      Who is going to buy one of these TV’s at 60 inch minimum size when most modern houses are the size of shoe boxes?

  • You’re not getting old! I’ve always thought it was best to make and innovate with low-tech. The whole mantra that the artist makes the tools (not vice versa).

    I’m totally fed up with the “advancement” of technology. HD? 3D? I couldn’t give a shit. These things haven’t brought in better movies. Just marketing tactics to try and dazzle the population into watching terrible remakes. Yawn!

  • Tristan Casey

    It’s a fresh perspective (to me anyways) on the flaws of the digital-visual revolution. Really surprising to hear you say something negative (a first?) but dig where you are coming from with this.

  • 3D is the worst!!! a lot of the movies now are as entertaining as staring at a magic-eye book for 2 hrs. oh cool look there’s a rocket ship and a tiger and they are both popping out of the page!

  • Neildwalker

    Hmm, some good points there.
    the general public will always seek the nirvana of perfection – that’s the trait of the modern technological consumer. That will never change. Agreed, even HD looks a bit crap some times. And admittedly, the hobbit’s makeup and special fx creaked under the 4k resolution and higher fps. Suspension of belief was tricky at best.
    But, we can’t forget sport – this excels with clarity, anyone watching tennis or football could never put it down. In fact, I was very lucky to view the footage of the Olympics filmed with the only three 8k cameras – and even after a little codec compression – the results were….astounding – actually dizzying in the way that I was immersed in the scene. But I imagine that making it’s way into the mainstream is some way off – but not that far – new processors and codecs will pave the way.
    As for the ad, I don’t mind it that much. I can’t bemoan it too much as my hunch is Sony pushed for the well trodden, but hugely successful route. Even if the original bouncy ball ad was directly taken from stunt in an old David letterman show.

  • i rarely rant/complain about anything but i thought maybe there was something for people to consider here

  • yes people are always going to want more and more pixels.

    i think the failure here is that this doesn’t improve anything other than the jumbotron experience at a sporting event. it actually makes life harder for people producing video content, and the chain reaction will be storage and bandwidth issues online. this “innovation” is totally unnecessary for anyone who doesn’t plan to own a television the size of their entire wall.

  • Rod

    The location was Costa Rica, Irazu volcano
    the video will be pixel since is created play on 1080p is not 4k resolution, take a look again on a store on a 4k TV

  • Toby Stretch

    I know negativity rules these days but the director is a great creative person if you bothered to investigate before posting that something is “dumb” http://www.jaronalbertin.com/work/

  • if you read the title it actually says the TV itself is dumb. and did i read lots about the ad and the technology before i made this post.

    the second sentence in the post: “[my rant] is actually less about this particular ad and more about the cycle of constantly “improving” technology and what’s being deemed creative these days.”

    this isn’t meant as a personal attack on the director, i do feel the ad is a failure but it is in the context of what it is trying to promote. it could have been directed by any famous director and i would feel the same way.

    this is also not an attack on you but you suggested i hadn’t investigated the topic before i posted and i have.

    ps – on an unrelated note thanks for posting your work to the submissions post.

  • Casey

    I don’t want to experience that on a better TV, I want to experience that in real life.

  • _mcq

    i totally agree, technology is moving way too fast for no reason! this ad would be so nice to watch if it wasn’t so pixelated

  • Ashton Ireland

    I have been saying for some time, a movie with the budget of todays BLOCKBUSTER MEGA films spent on sets & fx like ‘A New Hope’ or drawn in the style of 1940s looney tunes would fantastic. This 3D // 99% computer animated Avatar bullshit is tiresome.

  • Margin Walker

    i think shit is like: the persons who create the latest technological
    breakthrough is rarely the one who uses it. so how could he know how to
    be creative about it?
    Inventing new meaningless products to increase volume of sales aint new neither.
    the creative process? yes. its about to find a way to convince people to go buy buy buy the hottest shizzle.
    conclusion? stop complaining! ;)
    A truly revolutionary moment will be when peepz stopp consuming and start to create. (which will affect your klickrates though ;) )

  • i am completely ok with people not visiting this site if it means they are out making things – that’s the whole point!! :-)

  • And still, the best movies and tv shows are made with film. Why? Because we don’t see the world in 4K.
    It seems that the industry is making new technology for some robot to use and for their bank accounts to get bigger.
    It makes me sad when I use negative and people think it’s “retro”.

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