Some combination of folks who had a hand in creating this ad for Sony Dash clearly think it is a product capable of selling itself. Unless you're Apple, this is false.
The spot focuses on getting attention up front using mild humor, then rattling off a modest product description on the back end.
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Cool enough piece of technology, I suppose, but that doesn't dismiss the need for an insight and you won't find any here.
In some fantasy land, a walking ball of sun might be believable as the authority on all things morning, but even if that works on a superficial level, it's not enough to carry a product launch, especially for new technology.
Let's face it, another new electronic device is something we want only if it works better, runs faster, is more fun or makes life simpler in some way. Or, if Steve Jobs is behind it.
The first order of business for Sony has got to be establishing the need for yet another device that grants access to all things digital, especially one that does it exclusively at 5am or whatever time you happen to wake up in the morning. This is a real niche product.
There's one thing every person wants the moment they open their eyes - simplicity. Nothing jarring or disruptive; no noise, no bright lights, no surprises, no pressing decisions - just a simple transition from sleep to whatever has to come next.
So if I were Sony or the agency charged with launching this product, I'd look to leverage that insight and illustrate how the Dash is anything but one more piece of technology for the pile, but an easy way to bring your world together without even having to get out of bed.
Music, email, Facebook updates, weather reports, nagging messages from your boss - whatever you need to get connected in the morning, all in one place and all delivered to you. No fetching required....like getting the newspaper from the family dog.
This just feels like a miss. The ad, and potentially the product too. OFF STRATEGY.
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