Well, my feeling was the opposite. I was impressed with the execution, but not the content. My first thought when I read "it's about what we make you feel", was that someone at Sony saw this spot by Apple and decided they wanted to do something similar: http://www.apple.com/designed-by-apple/
They start by saying "we are engineers, but we are also artists", then they spend the rest of the ad creating this separation between engineers and artists, that seems to be common to most electronics companies, like this:
"You don’t wear a TV. You do wear the Personal 3D Viewer. So, we had to rethink our process. We started by designing from the inside out but ended up with a chunky, unwieldy viewer. So we reversed tack and designed the outside first. Only then did we arrange the internal workings and make something desirable to both watch—and wear."
The reality is that Sony has _always_ been focused on how things look and on making things smaller, there are many stories about how their product managers would carry around a wooden replica of the final product as they wanted it to be, challenging the engineers to make it smaller and make it all fit (open up an early MiniDisc player, and you'll see this process at work :).
So this just makes the whole ad look like it's created by a marketing department that doesn't know anything about Sonys history and its design philosophy.
Oh, the ad—and, it seems, the whole publicity message of Hirai-era Sony—is a painfully obvious Apple me-too. Given the brief to deliver that "we ♥ design, too!" message, I think the ad does a pretty good job with the materials available to it. One obvious difference between Sony and Apple is that the former is and has always been* "busy making everything". By pulling together a bunch of diverse, but fairly classy and desirable items from the Sony catalogue the ad helps to mitigate the "consumer-electronics flea market" impression.
The irony is that while Sony chases the Apple halo, Apple's released a couple of ads recently that are highly defensive underneath the sugar-coating. The "Making a difference. One app at a time." videos http://www.apple.com/ios/videos/http://www.youtube.com/watch?v=MOUfzyAEQHk seem intended as a rebuttal to the "lol Angry Birds" dismissal of the iOS App Store, while "Misunderstood" http://www.youtube.com/watch?v=nhwhnEe7CjE is a response to the moral panic about smartphone zombies (and to a lesser extent the "iOS is for consuming, not producing" criticism).
They start by saying "we are engineers, but we are also artists", then they spend the rest of the ad creating this separation between engineers and artists, that seems to be common to most electronics companies, like this:
"You don’t wear a TV. You do wear the Personal 3D Viewer. So, we had to rethink our process. We started by designing from the inside out but ended up with a chunky, unwieldy viewer. So we reversed tack and designed the outside first. Only then did we arrange the internal workings and make something desirable to both watch—and wear."
The reality is that Sony has _always_ been focused on how things look and on making things smaller, there are many stories about how their product managers would carry around a wooden replica of the final product as they wanted it to be, challenging the engineers to make it smaller and make it all fit (open up an early MiniDisc player, and you'll see this process at work :).
So this just makes the whole ad look like it's created by a marketing department that doesn't know anything about Sonys history and its design philosophy.