Sony is turning to this year’s Wimbledon Championship to launch a unique, first-ever ad campaign that uses “microtising” (a hybrid of microscopic and advertising), intended to promote the capabilities of 4K. Tennis player Anne Keothavong will be sporting micro-sized advertisements on her fingernails, the hem of her skirt, her shoelaces and various sporting equipment. Sony will be capturing Wimbledon action with its F55 35mm 4K camera and an NEX-FS700.

“This is a real laugh, I’ve got a lot of friends and family paying attention to the smallest detail,” said the tennis star, currently the number 5 ranked British player. “I’ve had it on my shoelaces, my index finger and the hem of my skirt, but there are a few hidden places no one has noticed yet.”

“With more footage being generated in 4K people are going to see every single detail and get much closer to the action. We thought we’d push it to the limit by running a microtising campaign — proving that Sony televisions can pick up on the smallest details,” explains Paul Gyles, head of marketing for Sony Televisions.

For the first time, parts of Wimbledon will be shot and recorded in 4K Ultra HD by Sony. The microtising campaign coincides with this week’s in-store launch of Sony’s two flagship 4K TV models — the 55X9 Bravia and 65X9 Bravia, notes the company press release.

“4K Ultra HD is a fairly new technology, and with two new television models available in-store from today it is going to become more commonplace,” adds Gyles. “Marketing campaigns such as this could become a regular occurrence as the market penetration for 4K continues to increase.”

“Sony says the campaign will run however long Keothavong remains in this year’s tournament, which may not be too long given she’s never progressed beyond round 2 of Wimbledon,” reports TheNextWeb. “But if nothing else, it shows the potential such technology offers advertisers, with more subtle branding enabled in addition to larger slogans emblazoned across their t-shirts.”

To see Keothavong and the microtising approach in action, check out the 2-minute Sony video on YouTube.

Related News:
Watch Wimbledon Tennis Live on YouTube Beginning Monday, Engadget, 6/21/13
Seiki Launches 39-inch 4K TV for $699, Expects 65-inch Model by Fall, Engadget, 6/25/13