As I learned in Introduction to Creativity, good advertising typically "is not about what it's about." Yes, this is an ad for Sony. Yes it features elements from Sony's various consumer electronic products. But if you stick with it (which isn't hard considering the fantastic visual quality and fun conceptual ideas), the ad transforms at the end. Suddenly, with the copy "believe that anything you can imagine, you can make real," the ad has become about more than just electronics. It's become about imagination and possibility. Amazing job by the guys at 180 Los Angeles for Sony, here. Real potential.
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