Sony Soundville.

This is the new Sony ad, Soundville

This is supposed to be an experiment to demonstrate that music makes things better, that sound can inhance situations - believe in superior sound experiences Sony suggests.

I don't see it myself. Sound is in no way making their lives better.

The sheep look terrified, one chap nearly shits himself, the beep that makes the old chap turn round sounds like some sort of noise that you would hear in a concentration camp and it appears that one women is getting carried off crying on a bike, infact very few look like they are enjoying themselves.

And surely, in a place like Iceland, solitude, isolation and silence are the best parts of the experience.

This stinks of more creative teams saying 'where can we go on holiday?'.

Lovely film, but rubbish execution.

Rubbish rubbish rubbish.