This is one that reacquaints the brand with the business strategy, elevates the CMO and marketing team to the level of business strategist, and reconnects sight, sound and motion but in a digital context, and creates differentiation beyond the campaign.
That took Saints out of sight - and up to third in Super League, level on points with leaders Wigan and second-placed Warrington, who suffered only their second defeat of the season.
Scheidies says he doesn't buy the argument that the blackout glasses ''level the playing field'' between runners who have some sight and those who have none.
Hot on the heels of its look at what's now called the Xperia T, Mobile-review has given the entry-level Xperia J a full inspection without even the hint of a press release in sight.