Sony ipod dock 

The problem with Sony iPod docks wasn’t sales. It’s that 9 times out of 10 when someone wanted a really good dock, they bought a BOSE. Despite the Sony docks being just as good and not as pricey, the perception was Bose is the best. So how to reposition the brand?

Bathroom humour of course. The idea being the dock is like a concert in your home. And what better place for a concert than your bathroom? We originally had our hero sitting on the toilet reading the newspaper. It’s too bad that one didn’t go though.

For the record, the line was given to us from Japan. It was a global headline they were all using.