PlayNow ad to hit TV

The debut single by Van Tramp is the soundtrack to Sony Ericsson’s first broadcast ad for PlayNow Arena.

The 90-second ad features the song Hope and Pray and involves two strangers using PlayNow and its integrated TrackID service to identify and download pieces of music to their phones as they travel together on a bus.

Sony Ericsson says the ad is already the 20th most played video on YouTube. It is now looking to create a 30-second version suitable for TV.

PlayNow Arena will launch with a catalogue of more than five million tracks from ten labels.

They include three of the four majors (not Universal yet) and indies such as The Orchard, IODA, The PocketGroup, Hungama, X5 Music, Bonnier Amigo and VidZone.

PlayNow Arena will roll out in Scandinavia this May, before rolling out elsewhere in Europe over the rest of the year.