Enduring tech brand Sony has a new spot by Wieden and Kennedy that shows its hardware is more than the sum of its parts. Apparently it's about feelings, too.
"We're engineers, but we're also artists," says the website, which goes on with the dubious pearls of wisdom: "We measure our success with the flutter of a heart or a bead of cold sweat."
The concept is a celebration of what happens when artists and engineers come together: no, it's not artist/engineer babies, it's creative new products. It doesn't hurt to throw in a couple of celebrities, either. Sony features director Spike Lee and actress Quvenzhane Wallis in the TVC.