Sony dug deep into the talent pool for their newest Xperia commercial. They hired Wes Anderson to direct their newest commercial and it's a very well done and enjoyable commercial to watch. Interestingly, Mr. Anderson has done other commercials previously, and is most famous for the stop-motion animated film, Fantastic Mr. Fox, but he has never before done a commercial using his stop-motion techniques. This enjoyable commercial bridges that gap, and marks the first time he has used his stop motion techniques in a commercial.
The commercial doesn't try to sell the user on features and specs which most consumers' would not understand anyway, but instead attempts to create an emotional appeal. Who knows? Perhaps this could be a good strategy for Sony. What do you think?