Sony Asia has launched a brand new Bravia campaign across Asia-Pacific through Y&R Brands Asia. The campaign kicks off with a 60-second TV spot that highlights Sony Bravia's unparalleled colour and detail. The spot is yet another in the continuation of the "Feel" campaign which seeks to re-energize the Sony brand throughout Asia. Shot over 4 days on location in Egypt by award-winning director Keith Rose of Velocity Films South Africa, the production involved 20,000 reels of coloured cotton threads that were launched over the side of a pyramid. The result is a spectacular curtain of colour and detail that envelops one of the world's great icons. Special permission from both the Department of Antiquities and the Department of Tourism was given for the shoot. Both departments were superb in their cooperation in allowing filming at such a grand location and along with Sony, embraced the idea of celebrating spectacular colour against the stunning beauty of the pyramids.