Sony Ericsson Product Testing Institute

Sony Ericsson is promoting the Xperia™ X10 with a series of commercials featuring focus groups putting smart phones through their paces. Building on the “Smart Meets Entertaining” theme, the six advertisements show the Xperia alongside other smart phones, tested by toddlers, seniors, surfers, guidos from reality TV show Jersey Shore, blonde models and glam rockers. The YouTube videos are connected with an AT&T sales page.

Toddlers in Sony Ericsson Product Testing Institute


Toddlers

So simple a toddler can use it? Yep, that’s the Xperia™ X10.

Click on the image below to play the video in YouTube (HD)

Senior Citizens

Three senior citizens are asked to take a photo with three different smartphones. Having smile detection can make you look pretty smart.

Click on the image below to play the video in YouTube (HD)

Surfers

If you give a surfer dude a smartphone, will it make him smart? Depends on the smartphone. Music is “The Sailor Song” by the Gadsdens.

Click on the image below to play the Surfers video in YouTube (HD)

Guidos

Can three Jersey Shore wanna-bes figure out who is calling them on their smartphones?

Click on the image below to play the Guidos video in YouTube (HD)

Models

When three blondes are asked to find photos on an Xperia™ X10, iPhone4 and Galaxy Vibrant, it’s clear which smartphone really is the smartest. “Don’t feel dumb. Get the Xperia™ X10 exclusively at AT&T* The Xperia™ X10 doesn’t speak dog.

Click on the image below to play the video in YouTube (HD)

Glam Rockers

Can a bunch of washed-up rockers figure out how to zoom in and capture video on their smartphones?

Click on the image below to play the video in YouTube (HD)

Credits

The Institute campaign was developed at Dare, New York, by creative director Brian Cooper, copywriter Summer Cui, art director Anna Kalimbet, agency producer Sally Alekna

Filming was shot by director Henry Alex Rubin via Smuggler. Post production was done at Prime Focus. Editing was done at The Whitehouse Post. Media was handled by MEC.