I’ve never been shy about how lacking I find Sony’s ability to put together a compelling video. After all, Sony is the parent company of of PlayStation which has the pulse of the youth and owner of a small film studio called Sony Pictures. Surely they can put together something better than their maligned Xperia XA ad where a couple were engaged on a bus – but apparently not.

One of the most resounding features of the just announced flagship Xperia XZ is its laser autofocus system which in short helps you take great photos. This should be a thing to cheer for but thanks to a tone deaf video, Sony has taken what is a great feature and turned it into a snooze fest. Now imagine yourself the most boring voice possible for a narrator and say the following:

 The sensors do their magic in various light conditions. They find, and keep focus incredibly fast so you can get sharp images! 

Now here is Apple’s take on the same concept. Not only does the video keep you engaged, but they manage to convey a handful more of features in the same amount of time.

I’ve said it before and I’ll say it again, so many of Sony’s products are one good advertisement away from being a success but as it stands, they’re nowhere near that.

Discuss:

Do you find Sony’s videos as lacking as I do?