Task: Launch the fightback against Apple and BlackBerry's domination of the US smartphone market by showing off the intuitive ease of the Xperia X10.
Execution: A series of product demonstrations that uses focus groups comprising people who are generally regarded as being short of thinking - models, surfers, guidos, toddlers and glam rockers - and shows how easy the X10 is to use compared with its competitors.
Why I like this: Although I am an Apple loyalist, I love that someone is giving it a run for its money. Apple perfected comparative advertising with "I'm a Mac" but this is more cutting. Apple perfected product demonstration advertising for the iPhone but this is far more powerful.
And while Apple has made a product in the iPhone 4 that even my four-year-old can work without instruction, I now believe that the features of the Xperia are far more instinctive to use.
After all, if dumb blondes and stoned surfers can figure out the features of the Xperia faster than those of the BlackBerry or iPhone, then maybe I'd have a shout at working it out too.
You can't help working through all six of the three-minute films, ensuring that you see the entire campaign. I also can't help liking the piss-take of qualitative research.
Wish I'd thought of: The phrases "testimonial" and "product demonstration" strike fear into every creative department. It's nice to a see campaign that uses these hackneyed vehicles with panache, humour and clinical ruthlessness.