Sony’s ads for its Bravia High-Definition LCD televisions are brilliant — in every sense of the word. If you haven’t seen them, I’ll let the videos speak for themselves. And that’s the point. They say everything you need to know without actively selling you anything but color.

Now, consider the dumb irony of Sony’s challenge: They’re trying to sell you a new HDTV through your current TV. If you own a Hi-Def model, you’re already seeing vivid colors. If you’ve got, say, an older, non-HD Sony like I do, the colors won’t be brilliant — and that’s where the other definitions come in.

Take a look…

Bravia — Play-Doh Bunnies

(If you’re reading this in RSS, click here for video.)

(If you’re reading this in RSS, click here for video.)

Bravia — Paint

(If you’re reading this in RSS, click here for video.)

(If you’re reading this in RSS, click here for video.)

Bravia — Bouncing Balls

(If you’re reading this in RSS, click here for video.)

Bravo Bravia — The Campaign, Explained

(If you’re reading this in RSS, click here for video.)

Oh, and let’s not forget the even dumber irony that isn’t lost on Sony or Fallon, the agency behind the creative: They’re selling you an HDTV through a television commercial that’s being watched on a computer screen.

Absolutely brilliant.

P.S. According to B.L. Ochman the concept for these ads may have been stolen from artists Kozydan.