Sony today revealed its new ad campaign for the flagship Xperia Z3 lineup, which is already available to preorder in many places and about to launch worldwide in the coming weeks. The ad campaign, which will hit both TV and online outlets, is dubbed “Don’t settle for good. Demand great.”

So far Sony has released TV two spots (above & below) that focus on the device’s low light photo taking capabilities and waterproofing features. There are also other new videos that have made their way online today showing off various Xperia Z3 features (below).

The campaign, according to Louise Forbes, director of product marketing creation here at Sony Mobile, “taps in to the passion of those people who refuse to settle”, and will be supported by a digital platform with a series of short films that feature inspirational stories of real life people using their Xperia Z3 to achieve greatness.

We went hands-on with the new flagship Sony Xperia Z3 smartphone earlier this month on the IFA show floor in Berlin. The new device features a 5.2-inch 1080p display, 2.5GHz Snapdragon 801 processor, 3GB of RAM, 16GB of internal storage, and a 3,100mAh battery.

Sony recently scheduled an October 9 press event in NYC, so it’s possible we could learn more of an official stateside launch then.

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