Sony’s Cyber-shot Smile Shutter feature captures happy memories in Foam City
Sony is to once again draw the public into the wondrous world of Foam City with their latest ad – focusing on their award-winning Cyber-shot range.

The commercial was one of the product stories shot in an area of downtown Miami, transformed by Sony into a foam-filled wonderland.

Completely unscripted, the advert features Miami citizens playing in the foam and capturing all the fun thanks to Sony’s Smile Shutter technology (available on the latest range of Cyber-shot cameras). Sony’s Smile Shutter solves the problem of missing out on a great picture by firing off the shutter the moment everyone is smiling.

“‘Foam City’ is a fun environment where people of all ages and interests could go and have a true experience like no other,” says James Kennedy, General Manager, Marketing Communications, Sony Europe. “With Cyber-shot we focused on the ease of use of products like the W170 and also highlighted the Smile Shutter’s capabilities – we saw time and again people taking perfect group shots, where everyone is smiling. The ad is full of magical moments.”cyber-shot-image---t.jpg

Sony will roll out two further adverts later this month, this time focusing on the new Handycam camcorder and Alpha DSLR ranges.

The creative team behind all the fun was advertising agency Fallon London, and all the ads were helmed by renowned director Simon Ratigan. “The filmatic style was chosen to represent the hundreds of ‘snaps’ people captured during the shoot. We knew that people use different cameras for different reasons and we wanted to capture this in Foam City,” says Director Simon Ratigan. “To do so each of the ‘product films’ were edited to reflect the way people use different Sony cameras. In Cyber-shot’s case it was about capturing great, fun moments.”

Known for his work on numerous soundtracks and with Nick Cave and the Bad Seeds, Warren Ellis composed the music live as he viewed the advert to create a unique musical experience. The Cyber-shot advert is available to watch online at Additional filming documentaries and the original Foam City advert are also available on the site.

About Sony:

Sony manufactures audio, video, communications and information technology products for the global consumer and professional markets. With its music, pictures, game and online businesses, Sony is uniquely positioned to be one of the world’s leading digital entertainment brands. Sony recorded consolidated global annual sales of EUR 55.83 billion (yen 8,296 billion) for the fiscal year ended March 31, 2007, based on an average market exchange rate for the same period of yen 148.6 to the EUR. It employs approximately 163,000 people worldwide.

In Europe, the Sony Group recorded consolidated annual sales of EUR 13.71 billion (yen 2,038 billion) for the fiscal year ended March 31, 2007. Sony Europe, headquartered at the Sony Center am Potsdamer Platz in Berlin, is responsible for the company’s European electronics business and registered consolidated sales of EUR 9.12 billion for the same period. For more information on Sony Europe, please visit and

For further information, please contact the Sony team on 0845 408 2031 or email the press office.