• by Aaron Baar , January 14, 2014

The effort, from agency Wieden + Kennedy, launched during the Golden Globe awards on Sunday night with a 90-second television commercial. The spot uses The Who’s anthem, “Join Together,” to showcase the vast array of Sony’s products and achievements. 

The commercial begins with imagery of an engineer and an artist working in a room together to come up with the first Walkman cassette player. Other elements show people taking tablet computers from airplanes to nightclubs to perform a DJ set, swimming underwater with earphones and emulating the race car experience through video games. 

The commercial also features director Spike Lee (who is shown filming with a Sony professional camera) and Quvenzhané Wallis (who will be featured in Sony Pictures’ upcoming release “Annie”). “Since we began, our artists and engineers didn’t set out to make electronics, or films or music. We set out to make you feel something,” the spot concludes before showcasing the new tagline.

In addition, Sony has created an online destination (sony.com/bemoved), that shows the engineering behind some of Sony’s most popular products and the stories behind them. As users scroll down the site, elements of the products snap into place, showing how all of the parts come together. 

“The broadcast video is a big moment in telling the story but is really meant to drive conversations online,” Christine Gately-Evans, director of brand experience marketing at Sony, tells Marketing Daily. “The experiential components include a deeper dive into key product innovations and include some elements from the broadcast spot as well as some new and unique aspects of the campaign to surprise and delight consumers.”  

The “Be Moved” effort expands upon Sony’s “make.believe” campaign that launched in North America in 2010. While the previous effort was about making the stuff of imagination reality, the “Be Moved” effort is about how Sony can make that reality, she says. 

The new campaign will continue on other event programming, including the upcoming Grammy Awards ceremony, entertainment and social website takeovers and heavy television rotation, according to the company. The effort will also include deep integrations in places such as Twitter, Gawker and BuzzFeed. The brand expects to reach more than 1.5 billion impressions with the campaign. 

The “Be Moved” campaign is part of the brand’s “One Sony” philosophy of showing off all of the company’s disparate divisions, ranging from electronics to computer entertainment, Sony Pictures, Sony Music and Sony Mobile. “We are very excited to release this ‘One Sony effort that spans multiple aspects of the Sony brand—creating experiences that wow our customers,” Gately-Evans says. “This campaign is unique in being able to showcase the heart of the Sony ethos, which is challenging the status quo and making the impossible, possible, across movies, music, games and electronics.”