New creative direction to put Sony Ericsson on track

The jazz tune, Yours to Create, is featured in the handset manufacturer's latest TVC, which also marks its move to showcase all its product segments into one campaign.

"With a wider portfolio, we are able to offer something for everyone, in every segment, from entry-level colour screen phones like the T230, to high-end smart phones like the P900 which combines PDA, phone and video capabilities.

"Unlike past TV commercials, this is the first time that we have embarked on a campaign that encompasses all product segments into one. The creative direction is also closer to the Asian audience (excluding China, Hong Kong, Korea and Japan) in terms of execution, tone and manner," said Sony Ericsson's corporate vice-president, head of Asia-Pacific region, Kazuo Nakai.

Singapore-based 10AM Communications and production company Song Zu developed the jazz tune. Nakai said it received so many enquiries that Sony Ericsson had uploaded the Mpeg video clips and MIDI ring tones of the commercial on its website (www.SonyEricsson.com/planetmg) for users to download.

Central to the commercial, which is running on major regional TV channels and local stations across the Asia-Pacific region, is Sony Ericsson's brand promise of providing customers a new language of wireless, fun and ready to run.

"We want to empower our consumers with the ability to create memorable moments, moments of wonder and magic.

"This television commercial evokes the natural playfulness, curiosity and creativity in our customers and showcases the possibilities of creative self expression, social interaction and entertainment through the Sony Ericsson user experience," said Nakai.