Sony Walkman 'the pill' by Fallon

Sony Walkman is taking on the iPod with a TV and print campaign from Fallon. The campaign works on the premise that music is addictive and its Walkman is the best way to feed the habit. Directed by the Channel 4 network creative director Brett Foraker through RSA, the TV ad opens on what looks like a small tablet sitting next to a glass of water. A voiceover warns that although it's small, it's incredibly powerful and addictive, the pill grows to reveal itself to be a new Walkman digital music player.