top of page



Because SONY’s co-engineered cameras and tape have the highest rate of reliability in the industry, it is the system most preferred by professional filmmakers and photographers. Without reliable performance from their equipment and tape, news videographers would be at risk of missing the shot that could go down in history. Creating an ad that acknowledged the importance of the contributions made by these often-unsung heroes addressed both emotional and intellectual reasons to choose the SONY brand.

bottom of page