Always keen to tap into youth culture, those crazy disco kids at Ericsson have devised a cunning plan.
One: team up with trendy Muzik magazine. Two: sponsor the title’s “so hip it hurts” annual Dance Awards. Three: get on first name terms with superstar DJ Pete Tong and queen of youth culture ZoÃ«Ball. Four: claim that banging hardcore drum and bass tunes tie in nicely with your “Make yourself heard” moniker.
Say all the right things to your audience: “Ericsson embraces dance culture… dance music and its culture are now an established global medium,” and you start to sound like you really know the difference between a Fatboy Slim bigbeat and a Roni Size break beat.
So far, so good. But at the last moment it seems to have all gone horribly wrong. In some staged photographs advertising the tie-up, we see Ericsson promotions manager Vijay Anand taking a few tips from Pete Tong – but unfortunately not about club attire. Vijay, get yourself over to Ibiza and shed the suit, man.