We had to view this Sony commercial a few times, before we could fully appreciate it. The reason is that if feels a little corporate. As if Sony told its agency: make a big budget commercial, throw in massive special effects, show that we spend lots of money on R&D and please feature some of our fantastic entertainment titles. Oh yeah, and make sure everybody likes it. As said, a little corporate. What we like about it, however, is that Sony for the very first time in its history positions itself as a complete entertainment company that offers movies (2012), games (Motor Storm, Pacific Rift) and music (Hey Monday). We also like the on/off button as ad property, combined with the pay-off ‘make.believe’. It says: we are a ubiquitous, full service entertainment company that makes everything you can imagine. It makes Sony look confident, ambitious and ready for the next century. The commercial was created by 180’s Amsterdam and LA offices, directed by Noam Murro and given special effects by Animal Logic.