McCann New York takes a page out of Google's lo-fihandbook and raises the bar a few hundred notches, with a new spot to promote Sony's new Xperia tablet. The spot positions the Xperia as a real, tangible place, and highlights its capabilities in an immersive way, turning the tablets into stages where the action happens. The spot, directed by Partizan's Augustus Punch, was shot in one continuous take, and has three "acts," which highlights the tablet's trifecta of capabilities, for getting online, for watching and for gaming.
The spot will break in global markets, and isn't currently airing in the U.S. The campaign is a continuation of the "Made of Imagination" theme that began earlier in the year with a TV commercial by Wes Anderson.