Sony Launches New Marketing Campaign With Unlikely Comedic Duo

Justin Timberlake and Peyton Manning Serve Up Comedy to Guide Consumers
through the Electronics Purchase Process

SAN DIEGO, Sept. 10 /PRNewswire/ -- Aimed at reinforcing Sony as a leader in
quality and spurring consumer demand for holiday shopping, Sony Electronics
today launched its new integrated marketing campaign.

The campaign breaks with two 30-second commercials, Ping Pong (two versions)
airing nationwide, along with a new campaign web site -- www.sony.com/experts.
The campaign theme centers on Sony quality as a key point of differentiation
that informs the decision-making process at retail, and ultimately leads
consumers to purchase a Sony product.

"Consumers have questions when buying electronics -- that's why we put
together a panel of experts," said Stuart Redsun, senior vice president,
marketing at Sony. "Now not only can they be assured that they're getting
quality when they choose the Sony brand -- they will know it's the right
product for them."

Created by Sony's advertising agency 180, Los Angeles, the concept is an
expansion of the company's 2008 HDNA campaign, featuring a "panel" of
celebrity experts who serve as brand ambassadors. Situated in a retail
environment, celebrity panelists assist consumers in choosing Sony products by
pointing out how the brand differs from its competitors. Humor is consistently
used to demystify electronics and connect with viewers.

The panel includes heavyweights in sports and entertainment such as
Indianapolis Colts quarterback and Super Bowl MVP Peyton Manning and Grammy(R)
and Emmy(R)-award winning Jive/Sony Music artist Justin Timberlake. Rounding
out the list are: ESPN reporter, Erin Andrews; fashion photographer and
"America's Next Top Model" judge, Nigel Barker; author and comedienne, Amy
Sedaris; columnist and Web celebrity, Julia Allison; and award-winning
cinematographer, Dion Beebe.

In one of the Ping Pong spots, Peyton and Justin play ping pong, bantering
back and forth while speaking Chinese, while expert Erin Andrews espouses the
benefits of a Sony BRAVIA(R) HDTV.

"The campaign tells a simple truth," said William Gelner, executive creative
director for 180 Los Angeles. "Behind all Sony electronics is a rich history
of sports and entertainment. So we had two of the biggest icons from those two
worlds, Peyton Manning and Justin Timberlake, tell that story."

The breadth of Sony product categories supported by the campaign expands to
include the BRAVIA(R) HDTV line, Blu-ray Disc(TM) home entertainment,
Cyber-shot(R) digital cameras, a (alpha) digital SLR cameras, Handycam(R)
camcorders and Sony professional high-definition camera systems, VAIO(R)
notebook computers and Sony Reader digital books.

SOURCE Sony Electronics

Jon Piazza, +1-858-942-3825, jon.piazza@am.sony.com, or Yolanda Hunt-Boes,
+1-858-942-4174, yolanda.hunt-boes@am.sony.com, both of Sony Electronics Inc.;
or Michelle McSorley of 180LA, michellem@180la.com