“Enjoy the Silence”

This Swedish Sony Ericsson spot from Saatchi & Saatchi, Stockholm, for the W890 trades on one of Depeche Mode’s biggest hits, “Enjoy the Silence.” The song has been covered and remixed plenty of times since its 1990 release, both by professionals and amateurs. Here, it’s Sony customers who do the singing in a commercial that is basically a string of images of people going about their daily lives while singing the song. A jogger sings along during his workout; a schoolgirl on a swing; a commuter on a train; and a suited man standing in the pouring rain, among others. The spot, which promises the product offers an “uncompromised music experience,” captures the wide appeal of the band’s breakout ballad, but it’s listless and gives no incentive to enjoy the song on that particular device. Unfortunately, in this case, I would rather take the silence.–Eleftheria Parpis