![Sony to Reintroduce Xperia Phones with Wes Anderson-Directed Spot [VIDEO]](https://helios-i.mashable.com/imagery/archives/02Wff6S6vuXplavhvxKW16T/hero-image.fill.size_1248x702.v1647020770.jpg)
Sony has enlisted cerebral, quirky director Wes Anderson for a TV spot reintroducing the Xperia smartphone.
The 60-second spot, sporting a soundtrack from Jonsi from Icelandic group Sigur Ros, is set to break on March 24. To generate buzz, the company has released a video detailing the making of the ad, the first in a new global campaign themed "Made of Imagination."
The video shows British schoolchildren detailing their dream smarthphones. Anderson -- who has created ads for Hyundai and American Express, among others -- is best known for his live-action films, like The Royal Tenenbaums, but released a well-received animated film in 2009, The Fantastic Mr. Fox. Anderson's next movie, the live-action Moonrise Kingdom, is set to make its debut on May 16.
Sony has a lot riding on two new models, the Xperia U and the Xperia P, which were introduced at the Mobile World Conference in Barcelona last month. Though the Xperia line has been around since 2008, the U and P come after Sony spun off partner Ericsson, which is now going by the name Sony Mobile Communications. In a press release, Sony is billing the campaign as its "return to the smartphone market."