The CEO documentaries are crack to me. Corporate trainwreck porn.

I like his philosophy in general about advertising toward the end. It's like a polite British Bill Hicks.

"What's it called?"
"Orange Drink!"

Yeah outside of the Electronica in Wip3out and that "coke nose" ad, which I think got banned in the US anyway for that reason, I didn't reealize that Sony immersed themselves so much in "underground" Euro rave culture. I do remember seeing the logo at American US festivals my 14-year-old self couldn't afford or probably attend anyway, but it was Sony, and it seemed like Sony here were just surrounding themselves with whatever zeitgeisty teenage alternative bullshit band was #2 on Total Request Live that week, just like you'd expect from a company whose eggs were firmly placed in the success of their pre-mp3 record label and not some new kids toy or whatever.