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Sony are down with the kids in new advertising campaign

Sony has announced the launch of a new print and television campaign for their Sony Xperia line of smartphones.

This week sees the launch of a brand news global advertising campaign to introduce consumers to the first wave of Xperia smartphones from Sony.

The campaign – ‘Made of Imaginationn’ – kicks off on Saturday night with a 60-second advert. The advert itself has been directed by Academy Award nominee, Wes Anderson.

Anderson turned to the imaginations of children as inspiration behind the TV products, and the advert itself is based on the thoughts of the many children he spoke to.

In total, the advert took more than 10,000 man hours to create, and used 37 hand crafted puppets across 9 custom sets.

An early preview of the new advert by Sony is currently available before its full debut on Saturday.

Take a look at our coverage of Sony’s new flagship device, the Xperia S