UPDATE: We’ve got two videos of the Sony mechanical heart in action. Check the Frankenstein out for yourself!


Sony has made a mechanical, pulsating heart, using more than 100 different bits of Sony kit. It’s awesome, but why is Sony doing this?

The heart, which measures a monstrous 2 metres by 2 metres, has been brought to life by special effects company Artem using kit from Sony Bravia TVs, Blu-ray players, VAIO laptops, Walkmans, Cyber-shot cameras and PS3s. Sony will debut the mechanical heart in adverts during England’s World Cup qualifying campaign on ITV, kicking off with England vs Ukraine tomorrow.

Sony says the logic behind the heart is “to drive further brand association with Sony and English football by tapping into the emotional aspects of the game,” but we’re not quite sure what that means. All we know is the Sony heart looks mesmerising.

Don’t expect Sony to release the mechanical heart ever, but it’ll be interesting to see if this captures the nation’s imaginations like the plasticine Sony Bravia bunnies or that “hilarious” Cadbury’s gorilla. Decide for yourself in the videos below.

Out TBC | £TBC | Sony

  • Rita Kitching

    The advert of the heart is disgusting and we switch off when it comes on, surely you can do better than that if not please give up.

    • http://www.gravatar.com James Holland

      Really Rita? I think it’s sort of cool – I’m not a big footie fan, but I love that you can see bits of recognisable Sony products in there.

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