To promote their new Xperia Smartphones, Sony brought together writer-director Wes Anderson and Laika, the animation house behind the film Coraline, and asked them to create a memorable TV spot based on a child's imagination. So what they did was ask a bunch of kids to use their imagination in describing what their Xperia Smartphone is made of. Anderson and Laika then took the wacky descriptions given by the children and animated them over the course of six weeks.
Check out the teaser for the spot below, along with the final version.
[hat tip to @mjsamps]