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Double fault

Sony Ericsson serves up the latest spot in their "Never miss a shot" campaign, and Bartle Bogle Hegarty's work is pretty stale.

Technically, the spot is well-executed, but it lacks pace, personality and creativity. I'm sure it cost a fortune. What a shame.

Equally as bad is the nevermissashot.com web site, where people are invited to play an incredibly lame online version of the rooftop tennis match between Ana Ivanovic and Daniela Hantuchova. Given the talent of these two players, isn't there anything better they could think of?

Brand Republic claims that the ad "reinforces the mobile phone company's sponsorship of the women's tennis tournament, the Sony Ericsson WTA tour." I found one link to "see the girls on tour," but for the life of me, I can't how they think that "reinforces" much of anything.


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