We have previously reported that Sony is suffering financial constraints with its Mobile business. Rumors were that it will either sell or spin off its smartphone division. But the recent news might give a punch to dismiss the predictions of sell off. Sony has launched a branding campaign for its current flagship Z3 and Z3 Compact which depict that Sony has yet not given up against all odds.

Catherine Cherry, marketing director of Sony UK, has expressed that new global marketing will run across various mediums, such as TV, billboards, and digital. The new campaign’s total expenditure is equivalent to the total spending on Xperia Z3 and Z3 Compact launch campaign last year.

This campaign has been created by Adam&EveDDB, The campaign stresses on the strong points of the Xperia Z3 and Z3 Compact, such as the prolonged battery life, low light camera performance or dust and water resistance. Surprisingly, these strong points are not directly mentioned in the new ads. The ads contain wording such as “I can survive underwater”, “I can see in the dark”, or “I can stay awake for days”. According to Cherry, the vagueness is deliberate.