Zeusblog

My wife just bought a new phone, and I found the endline on the packaging as surprising as her reason for needing a new phone (she dropped her old one in a bucket of water in case you were wondering!). She bought a nice little Sony Ericsson and as you can see in the picture, on the box it has the words “make. believe.”

As a copywriter, I find this puzzling. Of course, I can see what they were trying to do: make – Sony make things; believe – you can believe in Sony; and, giving them the benefit of the doubt, their products are so amazing that you’d almost think they were make believe.

However, all I see is make believe i.e. it’s not true, made up, load of old boll###s. Why didn’t anyone hold their hand up and say “that doesn’t quite work, let’s think of something else”?

Perhaps they thought “nobody will think that about Sony”. Well having read all their blurb about how green the phone is (with a magnifying glass – they’ve made the manual tiny to save paper), I do.