Sony’s new Experia phone gets the Linus Karlsson treatment from McCann

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.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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