Sony has partnered with Arsenal and France international footballer Olivier Giroud for its ‘Microtising’ campaign to highlight the detail of 4K TV technology.
In a first for football, Microtising – a hybrid of microscopic and advertising – will see the Sony and 4K logo branded onto the studs of Giroud’s boots, representing a new opportunity for advertisers.
Giroud, who made his long-awaited comeback from injury against Manchester United on Saturday, said of the campaign: ‘Football is my passion, and I want everyone who watches it to feel what I feel when I run out onto the pitch, and 4K television is the nearest thing you can get to actually being on the pitch yourself.’
‘Detail is so important when you are playing and it’s just as important when you are watching, Sony 4K provides that detail like no other.’
The partnership builds on the success of Sony’s first ‘microtising’ campaign at Wimbledon in 2013 where British tennis star Anne Keothavong sported microscopic advertising on her fingernails, shoelaces and sporting equipment.
Motoi Kawamura, Head of TV Marketing and Product Planning for Europe explained: ‘Our 4K Ultra HD TV’s really lend themselves to sport as you can catch every minute detail of speed and skill that justifies football’s moniker as the beautiful game.’
‘Giroud is one of the best strikers in Europe and a master of his craft, ‘Microtising’ on his studs will showcase the beauty and clarity of the 4K picture through the beauty of his sublime skill.
He brings a quality that lights up every game he plays and with 4K technology we bring a quality to light up every game you watch; Giroud was a perfect fit for this campaign.’
‘Not content with just working with a player though, we’ll also be ‘Microtising’ on blades of grass as what’s a football player without a football pitch?
The marriage of player and pitch is as perfect as Sony 4K and football – we hope viewers will feel like they are turning out themselves.’ [Source: sport industry biz]