The Spot: Sony's Inner Child

How McCann's new global Xperia ad, directed by Wes Anderson, sprang from the mind of an 8-year-old

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IDEA: To relaunch Sony Ericsson globally as Sony Mobile, McCann Worldgroup chose the theme "Made of Imagination." The point was to emphasize that Sony Xperia phones are designed imaginatively and allow their users to be imaginative, too. The agency knew it had to walk the walk where the new brand promise was concerned. "If we're going to stand for imagination in terms of the products, we have to make sure the advertising is just as imaginative," said Tom Murphy, executive creative director at McCann.

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