Sony's Wes Anderson-directed phone ad hits the Net

Depending on how sadistic you are, you'll treat your cell phone more gingerly (or not) once you learn it's home to a bunch of cute little robots.

Evacuate! Robots fire up a jet pack in Wes Anderson's ad for the Sony Xperia. Screenshot by Edward Moyer/CNET

Dropping your cell phone in the toilet is maddening enough already. But after watching Wes Anderson's new commercial for Sony's Xperia smartphone, you'll have to add a gigantic dose of guilt to the experience.

All those poor little robots! Happily, selflessly--and oh so cutely--residing in your gadget and taking care of your every communications need. And you carelessly--nay, callously--drown them in the loo!

Sony has released the stop-motion spot early via YouTube and the blogosphere. As noted by our sister site Crave UK , Anderson, the director of "Rushmore," "The Royal Tenenbaums," and "Fantastic Mr. Fox," generated ideas for the campaign by interviewing a bunch of kiddies about what might be inside the amazing gizmo known as the smartphone.

As you'll see, he and animation studio Laika used the whimsical notions of one Jake Ryan, aged 8, as the basis for the new commercial.

It seems tiny robots are the key to Sony's device. Robots that can predict "the future, past, or present" and can record photos, video, and music on themselves, go "gah nah nah nah nah nah nah nah," and jet-pack the goods to another gadget such as a laptop.

Can the robots make the Xperia a hit and help reverse heavy losses for Sony's cell phone business? Who knows. We're relieved about the jetpacks, though. A good move on Sony's part. They could come in handy in the event of a bathroom emergency.

(Via TechCrunch)

 

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