Ad campaign for Sony Ericsson Vivaz unveiled

Sony Ericsson is unveiling an integrated campaign to support the launch of its first HD-enabled handset - the Vivaz, this weekend.
The campaign includes a TV campaign, created by Saatchi & Saatchi, which will be backed by online banners, print and outdoor ads. The TV ad, which will see users filming dancing with the handset’s HD technology will also feature a new strapline, “See beauty in the detail”
Iris has handled print and outdoor creatives and Dare Digital has worked on the digital campaign, which will also feature a site for users to post their HD videos.
Sony Ericsson's senior marketing manager, Richard Dorman, says: “We’ve historically been known as a good company for music and photography. So we want to play up the HD features of this handset very heavily in everything we do for this campaign, emphasising the beauty you can get using the Vivaz smartphone.”