Sony is one of the business school classic case histories: the bigger it gets, the worse it becomes and the more money it loses.
So it could do with a bit of help and new agency McCann New York is doing its best, taking a rather more radical line than you’d expect with this new ad for its all-singing-and-dancing ‘ion’ version of its Experia smartphone. Which presumably shows the influence of newly-annointed global creative boss Linus Karlsson.
All hell breaking loose while your delighted customer is wholly absorbed by the product is hardly a new wheeze (BBH essayed a version of it for Axe, also in New York, back in February) but this does it pretty well.
Shame about the over-long ‘pack shot’ and cheesy tune at the end.