Could Sony's new ad for its Xperia Z3 waterproof phone be any more of-the-moment? It combines a dazzling light show with snowboarders -- currently much in-demand in the ad world, judging by this and Nissan's new Juke spot featuring snowboarder Jenny Jones -- and music by uber-cool U.K. band London Grammar. Filmed in the Argentine Andes, the snowboarders are illuminated as they descend a wooded mountain at night. The light filtering through the trees and the ethereal quality of the soundtrack -- "Night Call," London Grammar's first to be used in a commercial -- add to the mood. There's also a strong product message: the Xperia Z3 takes "incredible photos even in low light," and we're assuming a waterproof phone is not a bad thing if you're on a snowy mountain.

The ad is by adam&eve/DDB London, and was directed by Outsider's Peter Thwaites, with the light-show technology designed and produced by Legacy, a special-effects studio based in LA.