Sony's new TVC pegs Cyber-shot's intuitive function

Sony India has unveiled a new campaign to promote the T-90, a new variant of its Cyber-shot range of digital cameras. Created by JWT, the new campaign highlights the 'Smile Shutter' feature of the camera. Explaining the creative brief, Elvis Sequeira, VP and executive creative director, JWT said, "The brief we had received was to showcase Cyber-shot's cutting edge design by demonstrating its features. The Sony Cyber-shot can hypnotise you through design, but we wanted to showcase it as being intuitive and instinctive like a human eye in function."