Wow, and I thought Budweiser commercials were cool.

Sony took a brand new step in advertising by handing out Sony Alpha 350 digital cameras to about 200 people in downtown Miami and then foaming their neighborhood. Everyone then took pictures of the “foam city” and the stunt will be featured in a 90 second advertisement in the UK.

Hundreds of Sony digital cameras helped record people’s reactions after their neighbourhood had been sprayed with 460m litres of foam for a new TV advert.

Around 200 inhabitants of downtown Miami, United States, were kitted out with Sony Alpha 350 digital SLRs, W170 Cyber-shot cameras and TG3 Handycam models.

They took pictures of each other in the newly created ‘Foam City’ where scooters, bikes and a truck were driven through the foam-filled streets.

The 90sec advert - said to have used the ‘world’s biggest foam machine’ - is due to hit UK television screens tomorrow (1 May).

It aims to highlight the ability to view images in High Definition.

‘We wanted this to be a magical event where people would be able to have a truly unique photographic experience, where they could actually take images like no other,’ said a Sony marketing spokesman.

You can get the full story from amateur photographer here.

You can already watch the advertisement here.

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