Sony: Make.Believe, Terminator

Believe that anything you can imagine, you can make it real.

Copywriter for brand line “make.believe”: Lee Hemstock, Dario Nucci

Advertising Agency: 180LA, USA
Executive Creative Director: William Gelner
Creative directors: Gavin Milner, Grant Holland
Executive Producer / Managing Partner: Peter Cline
Senior Producer: Tony Stearns
Account Director: Katrin Tenhaaf
Account Executive: Jacob Gentry

January 2010


diogorspd's picture
52 pencils

Don't think the concept is so strong.

pinkads's picture
116 pencils

i liked it.

it's all in the head!!!

Bahamut's picture
105 pencils

The concept is old...I´ve seen it before.

Geimima's picture
824 pencils


life is a playground

anHiiieeta's picture
328 pencils

its fresh & superb !

silvi's picture
4172 pencils

I like words: "make. belive". Strong.

chris myles's picture
chris myles
429 pencils

gotta to believe and make. gd slogan

AXAY555's picture
582 pencils

great campaign...i like the approach its fresh.

everartz's picture
7609 pencils


| Everartz |

sandhya rao's picture
sandhya rao
217 pencils

we should make others believe...if one don't have belief can't make it..."we believe" how is this???

ictmanager's picture
6 pencils

I'm the guy who came up with the phrase. I'm not a professional, I'm a teacher in the UK. I sent the idea to Sony's ads department about 2 years ago and offered it to them for £100. They never responded. Clearly some sharp eyed bastard within the company spotted it and kept the idea to present as his own. That seems to be Sony's way of doing things. I KNOW that Sony would deny that this happened, and would possibly use their corporate might against me, but what the hell I came up with the idea, I sent it to them, and all I wanted was £100 towards my school's funds. Shame that business and ads guys can be such shits. On the other hand, if Sony want to make up for one of their staff's actions, my email is Get in touch, Sony, own up, and own it legally AND morally by paying £100 into my school's funds.

Guest's picture

I'm Sorry ICTMANAGER but I worked in the ad agency that came up with this Make.Believe concept. We pitched against other agencies for the business and we pitched that line. The agency won the business in 2008. So I'm sorry but this story just doesn't hold up.

Guest's picture

2 years ago ....2008 ?huh....sounds kinda suspicious dont you think?
wont say i like this ad, but i'm a sucker for terminators and nathan drake

ictmanager's picture
6 pencils

I am actually telling the truth. I sent the idea of the tagline (just the same, without the 'dot', to Sony's UK advertising department where they sat on it. I have every reason to suspect that someone sat on the idea and then it got passed through the advertising department that finally 'came up' with the idea. I only have to check my 'sent box on hotmail to see the evidence. I am still waiting for Sony to respond, but I think I now need to employ copyright lawyers to follow this up with the undeniable proof I have now found, with Microsoft's help. Unless Sony want to settle up out of court, of course.

ictmanager's picture
6 pencils

The publicity for this case is going to be SUCH an embarrassment for Sony :-) I am so pleased I kept the original email!!!!!

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