To promote Sony's retractable headphones, advertising agency Cerebro Y&R created ads that look like annoying buzzing insects formed by tangled and twisted headphones.
The ad reads "no mess; no buzz" and it creates an image that is familiar to most people who use headphones. There is no easy way to store headphones and it's probably not a major concern for most. However, when the act of retrieving headphones becomes a hassle it certainly poses a negative issue. Sony's ads convey this issue and present a solution -- the brand's retractable headphones.
Sony solves the issue of tangled headphones by creating a product that easily retracts the wires and stores them in a coiled form.