It was just under a month ago when we reported on Sony’s “Two Will” campaign to promote their pair of upcoming Android Honeycomb tablets. The first video was part of a promised five-part series which started with a Rube Goldberg-esque machine casting shadows which either spell stuff or look like they are part of a city for Echochrome 2 people. It was unclear whether the next videos would have entirely different themes or if they would continue down that aesthetic. Now that the second video is released it appears like rails are here to stay.
Barely hanging on the tail of a big cat. Nice metaphor — but not iOS’ naming scheme.
(nor flattering for an ad)
This time around, Sony opens with a colorful fountain, a typing plunger device, and a jingle that is so familiar I have been racking my brain over it for hours trying to figure out where I heard it before expecting it to be some grand clue. There seems to be a lot of hidden metaphor in this ad campaign, much like what was seen in the Jerry Seinfeld and Bill Gates ads that were pulled because they were panned by critics who could not see where they were headed thus making us all unsure of where they were actually headed because the rest is left unaired. Hopefully Sony will make it through all five of their episodes and we can find out exactly what Sony is trying to make us think about.
What do you think? Best ad ever or has Sony lost their marbles? See more metaphors?