Regardless if Sony's ads usually pissed you off or not, they were always slick, professional and polished. These new aren't. At all. What's more, they won't even piss anyone off — Not even in their blandness! Not only is the lighting rotten, the shots look horribly posed with models looking off into empty space and not even putting their thumbs on the controller. There's lots of pointing, too. Do you point at lot when you game? I don't.

Poor Sony. They do something arty, they catch hell. They do something innocuous and bland, they catch hell. Let's backtrack to the nonsensical stuff — At least it always looked cool! And after seeing these, we're more than willing to give the edginess a second chance. Brian Ashcraft

Lifestyle Photography [UK:R]