Follow the link on the image to read an Interview with Martin Gårdeler of Ghost Studios, creators of “Sony Ericsson Tennis”, a commercial for a new Sony Ericsson phone which has a new special feature: When listening to mp3’s on the phone, you can “shake” it to randomize the playlist, and jump to the next song. To illustrate this, they make the “tennis ball launcher” to change as well. So, every time the tennis player in the film shakes her phone, the machine gets “upgraded”. This is done in the Transformers style.