Sony Bravia channels Grey

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Global - Sony has tapped Grey, London, to create a 2011 global campaign for a new Bravia product, according to sources. Spending behind the effort could not immediately be determined.
 
In a review conducted by Sony in Japan, the WPP Group unit pitched against Publicis Groupe's Saatchi & Saatchi, Omnicom's BBDO and Dentsu, per sources. The new Bravia product has yet to launch.
 
Anomaly in London remains the European lead agency for Sony Electronics. Earlier this year, the independent shop created Bravia work that is running across Europe and will continue to be used, sources said.
 
The Bravia HD LCD TV brand has always been associated with high-profile creative work. Fallon, the Publicis-owned shop that preceded Anomaly, created commercials like "Balls," which used 250,000 brightly colored rubber orbs bouncing down a San Francisco street. Also notable was an ad titled "PlayDoh" featuring clay rabbits and using the Rolling Stone's song "She's a Rainbow."

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