This commercial has been repeating on japanese tv incessantly tonight. I just now realized it features multiple action scenes with this transforming cell phone we saw before, and does a helped paid for by sony music like tv wise. Since this hadn't been reported before that I'm aware, thought others may want to know. I apologize since this isn't directly transformers related. Not sure if this is a commercial for some new show, or for the cell phone itself. But if one can find it on youtube or other sources to show quite what I'm talking about that'd be awesome. I only managed to catch it for the screeny by like since it repeated after another commercial.
The commercial you're seeing is probably for both a show, and the phone that will be produced based on the show's characters later.
The show is called "Cellphone Investigator 7." The phone can communicate with the user, having the user answer yes no questions. The phone itself is called the 'PhoneBraver.' Keitai Sousakan 7 is the Japanese name. is a bit longer trailer than the one I saw, but this one gives you a far better grasp of whats going than what I saw. The phones themselves from the other articles about it seem to be what inspired the show, but the cross marketing like this was planned early on.