Every week we seem to write a story about a new tablet ad. The competition is fierce in the handheld computing end of the tech market, as manufacturers go head-to-head to prove they have the most advanced gadget. But this ad for Sony goes back to the low-tech to prove its point.
The Sony Experia Tablet S may be packed with the latest computing power and smart apps, but this ad relies on some cables, smoke and some old-fashioned imagination.
Billed as the 'most immersive' of Sony's Xperia products, the tablet allows users to play games, surf the web and watch movies. The slick Video Throw feature means content can be beamed from the device to a nearby screen.
The ad shows the features in action thanks to some movie-style magic. A energetic freerunner poses for a picture as the camera pulls slowly away from him. Suddenly a Facebook page forms around him and the camera pulls back to reveal the Xperia frame.
With the help of some clever lighting, moving scenery and dry ice, the ad rolls through a Google search, a round of Fruit Ninja, ending up among the wobbly scenery of a B-movie sci-fi flick.
Put together by McCann Worldgroup, the ad has garnered over 51,000 views in just 6 days.
Whatever the features of the tablet, we're sure you'll agree, this is seriously well made.