Sony Ericsson 'product testing institute' by Dare

Dare has created a series of improvised short films to promote Sony Ericsson's Xperia X10 handset to the US market.

The campaign promotes the mobile company’s first smartphone launch in the US. The films are hosted on YouTube and target ‘digital entertainment junkies’, who, according to Sony Ericsson, make up approximately 35% of the smartphone market, spending a considerable amount of time online.