• Adweek, Monday, August 14, 2006 12:30 PM

Sony's holiday ad blitz ranges from celebrity athlete endorsements to the viral antics of thumb puppets that behave like sorority sisters. Pro golfer Michelle Wie will appear in fourth-quarter TV and print efforts for Sony's Bravia, Vaio, Walkman, digital still cameras and its new Mylo wireless broadband communications device. Indianapolis Colts quarterback Peyton Manning will tout the Bravia flat-screen HDTV in a series of choose-your-own-ending commercials. Ads targeting teens and students feature viral clips starring the sorority girls. Says one: "Get off your cell phone and concentrate on your cellulite because you're grossing us out ... I just vomited a little in my mouth." Whatever.

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