This :90 running in cinemas nationwide shows a boy walking down an alley only to stumble upon a button which he pushes, causing the ground beneath him to give way, plunging him down into a Sony laboratory full of innovations. This begins a succession of button pushing which springs the lad into different Sony worlds–electronics, music, film and games.
The boy lands in the move 2012, must dodge racing cars in Sony PlayStation’s MotorStorm Pacific Rift game, then ends up on stage with Sony’s up-and-coming band Hey Monday.
The youngster represents childlike wonder and the belief in yourself that you can make imagination real. Thus this spot serves as an anthem of sorts for Sony’s make.believe initiative which is rolling out on a variety of platforms, including a make.believe channel on Crackle (www.crackle.com), Sony Pictures Entertainment’s premium online video network. Featured on Crackle will be make.believe videographies and invite consumers to share their own make.believe stories.
The “make.believe brand film” spot was directed by Noam Murro of Biscuit Filmworks, Hollywood, Calif., for 180LA and Amsterdam.
Google Opens Its Defense In Antitrust Case Alleging Monopoly Over Online Ad Technology
Google opened its defense against allegations that it holds an illegal monopoly on online advertising technology Friday with witness testimony saying the industry is vastly more complex and competitive than portrayed by the federal government.
"The industry has been exceptionally fluid over the last 18 years," said Scott Sheffer, a vice president for global partnerships at Google, the company's first witness at its antitrust trial in federal court in Alexandria.
The Justice Department and a coalition of states contend that Google built and maintained an illegal monopoly over the technology that facilitates the buying and selling of online ads seen by consumers.
Google counters that the government's case improperly focuses on a narrow type of online ads — essentially the rectangular ones that appear on the top and on the right-hand side of a webpage. In its opening statement, Google's lawyers said the Supreme Court has warned judges against taking action when dealing with rapidly emerging technology like what Sheffer described because of the risk of error or unintended consequences.
Google says defining the market so narrowly ignores the competition it faces from social media companies, Amazon, streaming TV providers and others who offer advertisers the means to reach online consumers.
Justice Department lawyers called witnesses to testify for two weeks before resting their case Friday afternoon, detailing the ways that automated ad exchanges conduct auctions in a matter of milliseconds to determine which ads are placed in front of which consumers and how much they cost.
The department contends the auctions are finessed in subtle ways that benefit Google to the exclusion of would-be competitors and in ways that prevent... Read More