MUMBAI: Sony Handycam has launched a new television commercial, ‘Shoot, Project, Smile‘, conceptualised and executed by Hakuhodo Percept.

The commercial focuses on the new projector series where one can share what has been captured instantly. The commercial moved on from simply reliving memories to instant sharing.

Hakuhodo Percept ED Elvis Sequeira said, "This is Hakuhodo‘s first campaign after getting Sony on board. And it carries forward our key strength of creating ideas that are real, memorable and touch the consumer."

"Our focus is on the young parents going on holidays with their families. And hence it was important that we made an emotional connect with them while clearly demonstrating the benefit. Kids love animals. And given a choice, they would spend the entire time playing with them and never let them go," he added.

The in-built projector has powerful sound and display size of up to 100 (254cm). One doesn‘t need to plug in the andycam to the television or laptop anymore.

Sony India head - marketing communication Ryusuke Fukushima said,?The brief was to highlight this innovation in the category, and this film does full justice to it. We are also planning a 360 degree campaign including TVC, print, and shop-front activities."
The ad film has been shot by Danish filmmaker Ivo ostertman from Fleet Productions.

It captures a little boy interacting with various animals at a zoo, while his parents shoot him with their Handycam. The kid gets unhappy when the time to leave comes. His mother, with the help of Handycam‘s ‘instant sharing‘ feature, projects the child‘s moments with the animals on the roof of the car and then on their bedroom ceiling making him relive the entire experience, instantaneously.