Sony’s new flagship phones, the Xperia Z3 and Z3 Compact, have been receiving more than favorable reviews. And as they slowly start becoming available around the world, now is the right time to hit the spot with a splashy, new, advertising and marketing campaign. Sony unveiled the campaign with the tagline, “Don’t settle for good. Demand great.”

The campaign kicked off with the release of two videos on the company’s YouTube channel. The first, entitled Gliding Lights, seems at first to be just some abstract lighted images glowing eerily in what seems to be a forest. It’s like something out of a trippy and hip ghost movie. But it’s actually skiers gliding through snow at night (the 2nd ad shows behind the scenes of this) glowing like colored Christmas tree lights. What it’s highlighting is the Xperia Z3’s ability to take pictures and videos even in low light.

The 2nd ad is entitled The Journey and shows some creative ideas the user has in how to maximize the premium features of the Xperia Z3, including taking videos of skateboarders holding different colored smoke bombs as they skate down the road. He’s also the guy behind the first video, and shows how he and his friends came up with the idea of shooting at night in the snow, highlighting of course the Z3’s camera capabilities.

Sony says in the next few weeks they’ll be releasing more videos and other campaign materials that will feature people who were helped by the Xperia Z3 to “achieve greatness.” We don’t know exactly what that means or how it will come about, but based on the first two videos they’ve released, it will probably look pretty and cool.

SOURCE: Sony Mobile