Sony Ericsson's spots skewer focus groups

Most people in advertising have been subjected to the drudgery known as focus groups. Now, Sony Ericsson is mining silly focus-group situations in new ads created by Dare's New York office. The five Web videos compare the Sony Ericsson Xperia X10 to competitors' models in focus groups with six unlikely demos, like glam rockers, ditzy blondes and surfers. (Sony had better watch itself with the "Guidos" video. Italian American groups are a touch image sensitive in the Jersey Shore era.)