Sony puts micro-ads on Wimbledon player that can only be seen in 4K

Welcome to the era of 4K advertising. Sony has placed incredibly small adverts on the fingernails and clothing of British tennis player Anne Keothavong as she makes her way through Wimbledon.

The ads, which come as the Japanese tech giant launches its Bravia X9 line of 4K TVs in the UK, are meant show off the extra detail we’re all missing by not having a 4K TV.

While the BBC and Sony are recording parts of the event in 4K, it looks like they’ll only only be showing that footage in a special experience area at the championships.

Keothavong will be sporting the microscopic adverts on her fingernails, hem of her skirt, shoelaces and sporting equipment. “This is a real laugh”, she said, “I’ve got a lot of friends and family paying attention to the smallest detail — I’ve had it on my shoe laces, my index finger and the hem of my skirt, but there are a few hidden places no one has noticed yet.”

Paul Gyles, Marketing Head of Sony Televisions reckons that as 4K TV becomes more commonplace, we’ll start to a rise in similarly innovative campaigns for the new technology:

“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. Marketing campaigns such as this could become a regular occurrence as the market penetration for 4k continues to increase.”