• Brandweek, Friday, January 6, 2006 11:45 AM

Sony wants consumers to view it as more than just a consumer electronics marketer. After all, the company also produces feature films and television programming. To that end, Sony will introduce its first-ever, overall branding campaign to educate people about its diversity. The effort will center on a three-minute spot called "Triangles," which shows shining white triangles on international landmarks like the Egyptian pyramids, London's Big Ben, and the Hollywood sign. Utter confusion ensues until a tech-savvy young hipster presses one of the triangles--as it happens, a giant "play" button--unleashing a torrent of Sony movie, TV and music on the world, courtesy of the firm's MP3 players, plasma screens, digital cameras, laptops, PlayStations and other electronic devices. The tagline is "Entertaining the future."

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