It's interesting - working in Marketing we're always told these kinds of 'brand' ads really don't work anymore. Need to be more obvious from the get-go about what you're advertising, and clear on the messaging, because attention spans are so lacking these days. eg as a TV ad, people are distracted and staring at their phones - and as a social media advert, people are scrolling through and need content to grab their attention instantly - or as a YouTube ad, you've got 5 seconds to get your initial point across.
On the flipside, nothing about Sony's marketing ever looks 'cheap' and perhaps that's the point.