Influx

How do you get people to draw themselves away from the seductive power of user generated content and reality television?

How do you get beyond us, to something bigger?

The answer is spectacle, but not just spectacle for the sake of it, but to make a point.

It’s spectacle as idea.

Such is the genius of Sony UK’s Bravia campaign.

First there were thousands of colored balls that bounced down the streets of San Francisco. This ad generated a staggering 7 million web views, 8,000 blog links and single-handedly launched the career of Swedish folkie Jose Gonzalez.

Next week there’s a new ad coming out.

The list of ingredients is as follows:

70,000 litres of paint
358 single bottle bombs
33 sextuple air cluster bombs
22 Triple hung cluster bombs
268 mortars
33 Triple Mortars
22 Double mortars
358 meters of weld
330 meters of steel pipe
57 km of copper wire

The victim, an old apartment block in Glasgow, Scotland.