make.believe – an anti-climax

A new film had been added on the youtube Sony Video Channel to coincide with the announcement of Sony’s plans to accelerate initiatives to deliver an array of 3D entertainment for the home in 2010. The aim is to leverage all their diverse business assets to create a 3D world encompassing electronics and games, to movie content. The message is relevant to their new corporate platform “make.believe” (pronounced ‘make-dot-believe’ according to the dedicated web site) across their whole portfolio of products. However, the execution seems to be lacking the imagination and cleverness of the Sony personality that I grew to love in recent years – from the genius of the Sony Bravia ‘Balls’ TVC that had got to be one of the best TVC in the last decade to the most recent ‘Soundville’ TVC brilliantly turned Seydisfjordur, a small village in Iceland, with a ‘sound installation’ for a week by putting up speakers playing music from the likes of Death In Vegas and Bob Dylan.

What went wrong? How come the so important global corporate message turns out to be so lack of the wow factor of the previous product advertising?