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Thursday, December 27, 2007

Sony’s consumer technology ads





I know the astronaut ad has been around for some time and it has been on my ‘to do list’ to write about. Well here it is along with Sony’s most recent Bravia ad.
I reckon this would make a great exam question: “Compare and contrast Sony’s advertising creative for two consumer technology products”.

Clearly, the astronaut creative has a simple message assumption about age, fitness and technology. I wonder what was in the minds of the Bravia creative team when they thought about the animation ad and how it would play with older people, who must make-up a significant group of their target customers.

From the research I did with OMD I guess that this add would have a positive impact on less than 20% of the 50-plus. Fortunately these are the ones most likely to buy the product. Dick Stroud

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