Sony uses tired old "drugs" advertising for new WALKMAN ads

Oh look. How cool! Sony's pretending WALKMAN is LIKE DRUGS and therefore very fashionable -- "Music is an addiction and the new Walkman is your way to feed that addiction" it says, trying in a really rubbish way to be as cool as smoking crack backstage at a 50 Cent concert.



That's a WALKMAN next to a glass of water, because it's like a DRUGS TABLET OF DRUGS! This is aspirational and cool, and makes us wish we had an expensive crack habit! (and a new WALKMAN for when we're "coming down" and want to listen to "chill out" music).

HERE'S SONY SAYING HOW COOL DRUGS ARE:
SONY WALKMAN IS REBORN WITH NEW THROUGH THE LINE CAMPAIGN
Sony launches a European TV, Print and Poster campaign to support the launch of the incredible new Sony WALKMAN

Berlin, 14 November 2005 -- Starting mid November, the advert concentrates on the theme that music is an addiction and the new Walkman is your way to feed that addiction. The TV campaign is a series of executions that witnesses the new WALKMAN grow from a 'pill' sized version of itself into the real product, while a voiceover warns the viewer of the mysterious power and potential addiction to the product.

Supporting the TV campaign is a comprehensive print campaign running across a wide range of media. The copy and graphics in the print creatives imply the effects the new WALKMAN can have on your life. The creatives are also reflected in stores in the point of sale materials and interactive demonstration pods, where visitors will have the opportunity to sample the players.

David Patton, Senior Vice President, Marketing Communications Europe stated: "The new Walkman is a genuinely like no other product. It’s unique design and powerful functionality will set it apart in the market this Christmas".

26 years after its launch, Sony is again redefining portable music with its new Walkman featuring ergonomic designs and an exciting range of intelligent features.