We brought you news from the launch, a hands-on gallery and a serious look at the phone's features, but can now offer a glimpse of how Sony Ericsson will be marketing the new Xperia X10 with this new video.
The glossy promo - beautiful people in glamourous locales to a pop background - does get in plenty of beauty shots of the handset, so if you're taken with this new phone then hit play for some carefully choreographed action footage.