I haven’t been shy on my feelings for Sony and their handling of their advertisements. Although they have done a lot to improve that over the last year, I believe the company still has a long way to go. However, this new ad for the NEX-5 gives me much renewed hope and excitement for what Sony’s advertising can achieve and how it can resonate with the viewers. The idea of the ad is so simple and yet it achieves everything it should. It not only shows off the product for almost the entire time, instead of having people talk vaguely about how Sony products are great, it also shows off the features that differentiate it from the other companies while not being a powerpoint presentation.

I cannot stress enough that Sony has some fantastic and unique products but it does them nothing if the average consumer has no idea they exist. With an ad like this, not only is the product shown, but there is also a reason why you would want it. Also, as we have seen in the States, Sony has plenty of celebrity power. Make the same ad and insert one of the many stars that Sony has, and voila!—people will not forget the product.