One hit wonder: once in a while, a commercial comes along that strikes a cord with viewers, not just for its message or visual style, but also with an unforgettable tune. A recent brand TVC from Sony Ericsson is charming viewers around Asia with its eye-catching visuals matched by some quirkily endearing music.(music design)(10AM Communications)

This brand TVC is part of Sony Ericsson's new marketing campaign for Asia Pacific, marking a new brand direction for the company. Led by the mobile phone company's regional marketing team based in Singapore, it was instrumented by advertising agency 10AM Communications, and was designed to showcase Sony Ericsson's portfolio of products that caters to different target segments as well as position the brand as a leader in the mobile communications and entertainment market.

Central to the brand campaign is Sony Ericsson's promise of providing customers a "new language of ...

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