Sony Bunnies advert hops onto our TV screens

Sony has unleashed a multitude of brightly coloured bunnies on New York City, with the launch of a colourful ad for its latest range of BRAVIA High Definition LCD TVs.

The TV advert, which uses Play-Doh-like modelling clay to create hundreds of characters for the surreal and colourful storyline, takes animation to a new level by using claymation – the technique used in award winning films such as Chicken Run and Wallace & Gromit.

As with all BRAVIA ads, Sony continues to striving towards creating the experience for real. The 200 bunnies used ranged from a tiny 10 centimetres to a whopping 10 meters (30ft), with the majority of them being 1meter high (3.2 ft).

The production brought together the biggest team of animators [40] ever assembled to work on a single scene. This team spent 3 weeks choreographing the Play-Doh models in Foley Square in downtown NYC to create the 100,000 stills required to produce footage for the 60 second ad.

To add to the challenge of creating the commercial, the animators had to work whilst 8 million New Yorkers got on with their lives around them. This included bringing to life a 30ft giant rabbit in the middle of the financial district, creating a 200 sq ft purple Play-Doh wave and making a whale ‘swim’ through the streets of Manhattan.