Sony has a great new ad campaign for their digital audio players, created by Saatchi & Saatchi Sydney, helmed by art director Eron Broughton. The agency took Sony's earphones and literally mapped out the subway systems of London, New York and Sydney, mimicking a traditional subway map. It's a simple idea but powerful in its execution, giving Sony a much-need dose of coolness. Now all Sony needs to do is apply that principle to its actual products.