"Who is Johnny X? Johnny X is in trouble. Find out if Johnny X can regain his memory with the help of his Xperia X1 before the gangsters catch him."

That's the line embedded in the metadata of the advert site WhoIsJohnny-X.com.

Taking a play straight out of Sprint's Samsung Instinct advertising manual, SE is pimping the Xperia X1 in a movie-style web short, complete with Memento-esque memory loss and cryptic scribblings.

The clip is impressive. But we're less concerned with who Johnny-X is, and a little more interested in where's the bloody phone already?!?!?