To help generate buzz, a Sony employee is twittering here with an "inside take on the BRAVIA Play-Doh shoot, live on-set in New York". The commercial is being directed by Frank Budgen of Gorgeous.
Looks like we can look forward to PlayDoh and rabbits. More images on the Bravia Advert website.
UPDATE: Hiding in our mailbag (inbox) was an exclusive color photo of the shoot that was sent to us.