Wes Anderson. (DIMA GAVRYSH/AP)

Titled “Made of Imagination,” the ad uses stop-motion to animate a child’s take on what makes the phone “special,” according to Sony. (In case you are wondering, yes, the word “special” applied to a piece of technology made me groan a little bit.)

Anderson worked with Laika/house, the commercial division of the animation studio behind 2009’s “Coraline,” on the ad.

The director has directed a number of commercials, including two spots for the Hyundai Azera that aired during the Oscars. The New Yorker’s Richard Brody called the ads “pure delights.

Anderson has still found time to make feature films. His upcoming “Moonrise Kingdom” will open the Cannes Film Festival in May.

Watch the Sony ad below.