Sony. Bravia. Zoetrope. (Don't Act Like You Didn't Just Reflexively Twitch Your Cursor.)

If you've seen one Sony Bravia ad, you've pretty much got the blueprint for all of them: seize upon the easiest way to illustrate a product's raison d'etre, then magnify until the crowd whose attention you so wistfully coveted has been submerged by your idea.

"Zoetrope" is no different -- and just as compelling as its predecessors. (See "Bunnies," see "Thread," see "Bubbles.")

For Sony's Motionflow Bravia TV, Fallon/London built the world's largest zoetrope: a rotating montage of static images viewed through small slits. (See? More fodder for Guinness.)

We got teaser material for the work last December. It was filmed a month prior in Venaria, near Italy's Turin.

Impressive how this strategy -- locate the easily-awed, go all-out, seed it and release -- never fails, particularly for a company that's spent the last decade riding its legacy brand cachet. But Sony's always been talented at razzle-dazzling, and its entire Bravia marketing subset is like an Explosion-of-Childlike-Wonder Factory.

The domestic reality is another story. But hey, that's just advertising for ya.