Words are very unnecessary

Sony Ericsson just can’t get enough

What?: Saatchi & Saatchi Stockholm has created a new musical commercial for Sony Ericsson which will air in up to 30 different countries. The new ad features a number of individuals – ranging from a jogger, a girl on a swing and a transvestite – singing 1990 Depeche Mode classic ‘Enjoy The Silence’ in order to promote the W890i Walkman handset.

An accompanying website, entitled Jointhesong, is offering up the chance for visitors to upload their own version of one line from the song. Sony Ericsson is giving W890i owners the chance “to be a number one” as it aims for a Guinness World Record for the most participants in one recorded song. There is also an option to create your own mix of the uploaded content.

At present, only those in Sweden, Denmark and Norway can join in.

So what?: This ad is delivered in true Lost style. Just what are all the back-stories of these characters, and what do they have in common? It’s intriguingly dark for a music phone commercial. The Jointhesong option is the polar opposite, however, jumping on the passenger-heavy YouTube karaoke bandwagon.

“Sony Ericsson and the Walkman phone are the right brand and product to deliver this campaign, using home-shot videos and singing – all of which engage the audience with the products. However, the song, ‘Enjoy The Silence’, (a ballad of beauty and pain) which is core to the creative, is a totally bizarre choice to celebrate a device whose primary function is to help people enjoy music and talk.”
Jack Horner, Creative Director, FRUKT

www.dailymotion.com