Electronics companies don’t have it as easy as they used to, especially since Apple came along. They have to make you really want their products – especially in the field of cellphones and computers. SONY has enlisted the help of Wes Anderson, to help them out with a new 60-second stop-motion ad.

The animation from the man who brought us The Royal Tenenbaums and Rushmore is written around the imaginings of 8-year-old Jake Ryan, who also gets to narrate the story as it develops. Anderson interviewed a number of young minds in preparation for this piece, working around the theme of imagination and tying that youthful optimism to SONY’s products and the experience of using them.

The new phone launches on Saturday, which SONY hopes will help to reposition the brand back into the mobile market. You can se more about the making of the ad HERE. It took 9 custom sets, and 37 hand-made stop-motion models to make the ad, not to mention 10 000 hours of fiddling.

They better hope this works. SONY 2012?

[Source: TheVerge]