• Brandweek, Friday, April 6, 2007 12 PM

Sony has rolled out a new ad effort that puts the technology front and center, but in a more humorous vein. Two spots for Cyber-shot cameras show that if you don't have its face-detection technology, you could end up with pictures of a stop sign and/or a horse's ass. Another has a man being bathed in the sink as his mom and dad try to recreate the moments they lost using a high-definition video camera.

The ads, from new agency BBDO New York, hit the airwaves April 2. Sony is also using radio, print, outdoor and a tie-in with the upcoming "Spider-Man 3," while its "like.no.other" tagline remains.

"We want to appeal to a broader audience," says Stuart Redsun, senior vice president of corporate marketing at Sony Electronics. "We want to have a little fun. This way, if the consumer isn't looking for the product [that's advertised], they'll still have a good feeling about Sony."

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