Sony launches Xperia Z3 marketing campaign: “Don’t settle for good. Demand great”

by XB on 29th September 2014

in Accessories, Videos, Xperia Z3 series

Xperia_z3_series_campaign_4You have no doubt already seen the ‘Demand Great‘ tagline that Sony has been using with the launch of the Xperia Z3 series. Well this forms the basis of Sony’s new global marketing campaign for the Z3 series and new SmartWear products such as the SmartWatch 3 and SmartBand Talk.

The line ‘Don’t settle for good. Demand great,‘ will be used across all media (TV, print, digital) to highlight the details that make a “truly great” smartphone. The TV advert highlights the low-light features of the Xperia Z3, capturing snowboarders descending a mountain in darkness and lit up by special suits. The ad features the track Night Call by London Grammar.

The advert is being rolled out globally across 20 markets during October. The ad is also accompanied by 40-second videos highlighting a particular feature of the Xperia Z3 such as water resistance, PS4 Remote Play etc. We have included all videos below.

Sony is also launching a ‘Demand Great’ film series which features real life stories of inspirational individuals who use the Xperia Z3 to help them ‘Demand Great.’ The series can be checked out here: However, it is not live at time of publishing, but should be up soon.







Thanks Steen!

  • Andrea



    wow so many commercials demand great in great price !!!

  • IshuZ2

    nice advertisement …

  • IshuZ2

    my xperia z2 feeling old… :D :O :P

  • plsharevme

    thx for nice information,the info is really complete and excited….we also have sell all kind of smartphone..!!thx

  • Soj Varghese

    Nice ad not like note4 ad

  • pngface

    Nice – will be picking up the Z3 when it launches in Canada

  • Rick N

    YAAAASS SONY YAAAASSS, the tagline funny somehow

  • rockz0829

    demand great yet the price is also demanding, lol so $$$ …

  • Prateek Bhanushali

    Advertisements are Something extraordinarily excellent !!! Sonys are brilliant in designing Ads too :)

  • Billy de Fretes

    woooooowww….they surely know how to create great ads … hope they release this video in my country since samsung dominate indonesian television. perfect… aggressive promotion and marketing will put sony on top again……………. and rethink about 2 flagship / year

  • David Hvatov

    Design in Z2 is still better.

  • IshuZ2

    any idea what all features we will get on Xperia Z2?

  • foetor

    HAHA for sure Sony. Your cameras are shit! I had Xperia Z, Z1 and now Z1C and none of them had cameras as expected! Every picture is just mud no details….

  • Wow,after a month of being released,please catch up Sony

  • Stanley08

    All this marketing for a phone that is basically a Z2. SAVE THE MONEY AND WORK MORE ON Z4. This is why Sony will soon close down their mobile phone division.

  • BruceLeeRoyJenkins

    It’s an Xperia device, it’s all going to look good. Old or new

  • Emil Oskarsson

    Are you stupid or what? The thing Sony is focusing most on now is the mobile phone division! And in my opinion I couldn’t find myself buying a phone from another brand than Sony :)

  • Raj Singh

    Don’t settle for good. Demand the best.

  • BruceLeeRoyJenkins

    Your comment is just sad, no real proof behind it

  • BruceLeeRoyJenkins

    It’s not aimed specifically for people with the Z2

  • rus_media

    I got really nice shots from Xperia S before upgrade to 4.3
    After the 4.3 i sold it and bought Xperia ZL. Compared to my Xperia S’s (with android 4.2) its sooo shitty for its over compression. Sony did nothing in this case. Just using their full force to sell new sets. They should improve and pressure their software engineers to do something good for those camera quality improvement. I think Sony mobiles have great cameras. Only their software sections don’t have a good person who can work for it.

  • jonyah

    Release dates/carriers/etc would be appreciated Sony so people can plan now. Actually, how about releasing phones in the future on the same day or even same week that they’re announced to make use of all the great hype?

  • Stanley08

    Feeling strong hiding behind your computer right? Talking big! Stop being a coward and taking things personal, we are on the internet, keep ur BS to urself.
    I have a Z2, but sadly I’m not a Sony fanboy. They should get their sh*t together, WTF? Why even release the Z3. Later people will go on barging samsung calling then SAMESUNG and stuff, people like you. Sony should get their head out their ass and sit up. Or keep announcing losses in billions, then finally give up.
    Sadly, you will never use Smartphones again.

  • jonyah

    How about they start marketing better now, make more money and dump that into the Z4? Will that make you happy? The Z2 has been completely un-marketed here in the US, so this is huge.

  • Stanley08


  • meanwhile samsung makes fun of apple

  • xtnsion

    I have z2 and camera it’s great i don’t know what you peoples want i think you never used one

  • aman nankani

    Do you even know what you are talking about?
    Xperia S’s final firmware version was of 4.1.2

    Where did 4.2 and 4.3 came from?

  • Roy

    Even though i’m an iPhone person and it’s not going to change ( I’ve used Android for 4 years ) I have to admit that Xperia devices are definitely the way to go when it comes to Android.

  • Utsav Shah

    Asthetics, yes. But ergonomics is better in Z3.

  • Raphael

    How global is this campaign ? So many consumers don’t even know Sony makes smartphones.

  • Anukul

    Sony better stop the 6 month flagship cycle because long term effects are not good

  • John

    I know, right? “The best” sure as hell isn’t anything that apple has offered these past four of five years.

  • jah

    got xperia z2 .the camera is awesome

  • Felix

    I find it interesting that they are actually promoting the ‘Z3 series’ and not just the Z3. Probably putting real marketing effort into the Z3 compact now too.

  • Giannikosmo

    I have an Xperia Z and I love it!! Plan to buy an Xperia Z4!:)

  • Dýáá Ib?áhím

    hhhhhhhhhhhhhhhhhhhh me 2

  • Faisal Armand


    The secret behind the quality of the camera is the person who use it. You’re not going to take great pictures even if you’re using Sony A7-R (the world’s best DSLR) if you don’t know how to use it.

    Yes, Z2’s camera has a flawed software but even with that, it is still pretty much the best camera on android & ios environment, only lumias can beat it

  • Christian

    meanwhile, bendy iPhones’ and plastic Galaxies’ prices are way expensive, yet no one bats an eye! :P

  • el_sur

    Are these ads legit? As they show actual footage from the Z3 series? Or just renders?

  • 0A05

    Me too!! :D waiting for Z4…

  • wumps13

    Just bought the z3 compact for my wife (I have a nexus 5) I just can’t believe that I can’t save apps to SD card even photos and videos are going to the device and than you have to manually transfer them. I don’t know why they put a SD card slot? Some Icons looks old compared to stock Android.

    Otherwise it is a very good device but this 2 points convinced me that the z4 is really not for me I rather have a 32 gb device without SD card.

  • Pingback: Nové reklamy na telefon Sony Xperia Z3 hrají všemi barvami | Sv?t Androida()

  • Dexter Moregan

    I agree. If they still doing that cycle , they will be like Apple that has not WOW factor anymore after Steve passed away.

  • envmarx

    camera>settings>storage data>SD card

  • Varun Bansal

    After reading his comment, One thing is SURE that he is a troll (rather big one)… he neither own xperia s nor any other xperia device….

  • Leon g

    Me too except i will wait for xperia over z9000

  • sid

    Whatever Sony do.. they cant sell well in India with present prices.

  • InspectorGadget80

    SONY will fail if they don’t put their phones on every american carrier here. The Z1 will be my last phone. I would be switching to the NEXUS MOTOROLA.

  • InspectorGadget80

    Feel old u say? i have the Z1 and it’s only a year old now

  • Sumo

    They deserve to be made fun of… I mean you can make a boomerang out of a iphone 6….

  • roby

    Very good, but the music is sooooooo slowly!!!!

  • Md Olyullah Akand

    But in Germany their slogan for Z3: “Nicht für alle, Aber für alles.”
    Means: Not for everyone, but for all (everything).

  • Md Olyullah Akand

    No, my friend!! Z3 is much better looking and better in hand as well.

  • DJae

    Totally agree on this one, I, an iPhone user, will only go back to Android if it’s a Sony Xperia phone.. If only ATT will carry this, cuz I don’t want to switch carriers.

  • Dexter Moregan

    Why don’t you test it before buy it? There is not Z3 Compact for testing on a showcase ?

  • wumps13

    I don’t think that it’s available in the shop until this week or next week.. btw 16gb without apps 2 sd not for me but for my wife it is going to be ok hopefully !!

  • xperiafan324

    Honestly the Z3 has good design, I think it Sony had gone with silver sides like the Z2, it would have looked a lot better with the contrast, not to mention avoid all those stupid iphone 6 comparisons.

  • Khillo81

    The billboards in Germany advertising the Z3 and Z3C read: ‘Not for everyone but for everything’. I like how Sony are marketing the more limited presence of the Xperia phones (well, compared to Samsung and Apple) to a matter of exclusivity. Very well done.

  • Guest

    And believe me I don’t want them to know. makes me feel somehow unique :D away from holly apple vs sammy thing. Also, as long as your phone looks and perform great ( as all sony phones) you will never feel it gets old. you will upgrade only when you want, not when they want.

  • Badawi

    Just take 10 minutes or so from your precious time to adjust your camera in the manual mode and you will get it right , because superior auto uses 8 mp only… OR download google camera app from play store and use auto mode with 20 mp

  • Mahinthan So

    I love sony!!
    But only retard will spend this much effort to take a picture in smartphone…

    If you are in to photography please buy 5 years old DSLR and Nifty fifty which is 5 time less than xperia z3

  • Vignesh Raja

    Yes, Indian market is different. Xperia Z3 Compact should be below Rs. 35000, Z3 should be below Rs. 42000

  • xpperi

    it’s always the same advertise with always full of colors probably to show the quality of the screen and the camera phone

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