Foam City

Sony and Fallon [London] is currently filming the next commercial for Sony electronics in downtown Miami, Florida. The high today was a sunny 75 degrees.

Ruth Speakman, European PR Manager for Sony, has been twittering about the event all day. She also kept live updates of the recent Sony BRAVIA "Play-Doh" shoot filmed in New York last fall.

Simon Ratigan, who has worked with Fallon in the past, is the director of "Foam City". Sony had the biggest foam machine in the world custom built, shooting out 2.5 million liters (660,430 gallons) of foam per minute.

The $1.4 million commercial is believed to be part of a massive campaign centered around the Sony Handycam, Cybershot and Alpha brands. The campaign is expected to be released in June.

According to BrandRepublic, "The ads will show various scenarios in which adults and children play in foam bubbles around the city."

Update (March 10, 2008) The spot may be aimed at the Sony Cyber-shot W170, a digital camera which automatically detects a smile and captures an image of the subject without the need of pressing the shutter. Who wouldn't smile in a sea of foam?

Update (March 11, 2008) For a lot more foamy goodness, check out some pictures taken and more information from a journalist at the shoot here.

(via Shedwa)