Sony’s ad is slick and well produced, but does it communicate its value to the consumer? No! When I watched the commercial, the main actor looks like a hit-man stalking a ballerina and getting ready to take her out. When the video shows a single ballerina dancing in the darkness be tracked by a phone-type device and the voice over asks, “Can you feel it — the power — all in your hands — trust the power”, I realized it wasn’t just a phone but a targeting device for a drone. Does the Sony Xperia have more advanced and useful technology than the iPhone? How would I know from that commercial?
Sony mentions these two features; curved glass and seamless metal. Ok, so show me – I didn’t see anything curved and was the closeup of a metal rectangle rising up from a brushed steel plate the high tech-desk of the hit man or his phone? And Sony never did tell me why those two features have value to me. The art direction of the ad is so overproduced with effects, that I don’t know what the Sony phone’s camera can or can’t do. It seems it can shoot a ballerina jumping in midair and cowboys riding on horses, but what percentage of their target audience is shooting ballerinas and horses? And what about all the other video effects in the ad, can it do those too? Sony creatives need to take a lesson from Apple and focus on the value to the user of what makes their phone useful and how it can improve their customer’s life experiences. Sony, listen up, you are not selling beer where you can get all creative and sell just your phone’s image, but you need to create an emotional connection with your customers that communicates how your phone can change people’s lives.