It was absolutely selling something. It was selling viewers on the Apple culture. You don't have to sell your products in an ad, I agree.
However, I don't think Sony's ad is going to be successful doing the same thing. They're obviously trying to sell you on the idea of having a fantastic experience everywhere you go. The thing is, there are already portable devices out there that give you a great experience.
Instead they need to sell this thing on horsepower. Whenever anyone looks at this Vita they seem to fall in love. Sell them on that.
Apple has done that too and it has been very successful for them as well.
Back then, when Apple had <5% marketshare, they had to find ways to make their image / product enticing. Catch phrases like genius, speical, different, unique and etc. gets you some attention, but still didn't do much until the product was actually good, like starting with iPod.