Sony has gone viral “with its forthcoming Xperia X1, launching a new ‘alternative reality thriller’ centered around a mysterious character named Johnny X.” Video after the break.

There’s not much meat in the video the company is desperately trying to sneak into your daily YouTube diet, but at least we get to see action-packed chases, Memento-stealing plot points of the highest order, and one weird, seemingly backmasked utterance of “Johneeeeeeeeeee… X!”

[via Engadget]