Sony is at Wimbledon this year pushing the wonders of 4K resolution to the strawberries-and-cream-eating masses at the tennis tournament last week..
To prove just how amazing all those extra pixels can be, the electronics maker turned one Wimbledon player into a running, volleying, back-spinning advertisement.
Anne Keothavong, who before the tournament was ranked number 5 in Britain and 217 in the world, was wearing ad copy so small Sony says it is only visible on television through the magic of 4K, also known as Ultra HD.
The words "Sony 4K Ultra HD" are plastered in miniature all over Keothavong, including her fingernails, the hem of her skirt, shoelaces, and other locations on her Wimbledon gear. Dubbed 'microtising' – a inevitaly clunky mash-up of microscopic and advertising – Sony hopes to use the ploy at other sporting events where the magic of 4K will be on display.
UK 4K launch
Sony's miniature marketing campaign coincides with the UK launch of the 55X9 Bravia and 65X9 Bravia Ultra HD televisions. Sony's 55- and 65-inch Ultra HDTVs – which feature a display resolution of 3,840 by 2,160 pixels While the pricing for the 4K Sony TVs are out of reach for most people, these are the first Ultra HDTVs that didn't come with a five-figure price tag attached.
The only problem with 4K right now is that, even if you can afford a television with extra pixels, finding 4K content to take advantage of the resolution is a problem. Broadcasters aren't ready to start pumping ultra high-definition images through their pipes yet, so 4K early adopters must rely on a handful of upscaled movies from Sony to experience 4K at home. The good news for UK residents is they can experience Wimbledon in 4K onsite at the tournament or at Sony centres around the country, a Sony spokesperson told us.
Sony says its miniature ad campaign would last as long as Keothavong stays in the tournament – so anyone wanting to see the British tennis star would have had to act fast. Keothavong was knocked out of the singles competition during Wimbledon's opening day last Monday, losing in straight sets to Garbine Muguruza – with compatriot Johanna Konta.
Glass at Wimbledon
Keothavong wasn't the only women's player geeking out at Wimbledon this year.
The competitor had hoped to wear Glass during her matches at the All England Lawn Tennis and Croquet Club, and did show up for practice in London wearing the high-tech specs.
But Mattek-Sands was Glassless when she took to the court Tuesday for her first singles match. It's not clear if Wimbledon's overseers at the All England Club refused to allow her to wear Glass, but that seems to be the most likely reason.
Wimbledon is well known for enforcing a strict dress code for players, and complications with broadcast rights or sponsorship deals may have also stymied Glass' pro tennis debut.
Unfortunately, Mattek-Sands won't have a second chance to try out Glass at Wimbledon this year. The American lost her first singles match to Angelique Kerber in straight sets and isn't scheduled for doubles competition.