M&C rolls out Sharp campaign

The campaign theme plays around with ‘black’ claiming that AV connoisseurs can now enjoy a deeper, richer and more dramatic black.

The noir ads, shot by Halem, a Hong Kong photographer known for his portraits, does the colour black justice by featuring iconic characters from local television dramas and films like The Black Rose, Judge Bao, and one of the “Men in Black”, thanking this highly anticipated new technology for breathing life into their signature black outfits.

Commenting on the simple tagline “A new way to appreciate the colour black”, Sandy Chan, ECD of M&C Saatchi said: “We want the ad to be simple, just highlighting its most important product benefits to attract those who appreciate high TV quality.”

“Our creative concept rides on the outstanding quality of projecting the richness of the black tones because of the high pixels and definition of the new XS-Series Sharp TV, so these characters can show their true colours,” she added.

Queenie Fan, group account director at M&C Saatchi echoed, “In a market where brands talk about the vivid brightness of colours and slimness of TV sets, we felt there was an opportunity to focus on the importance of capturing the details in dark colours as well.”

The campaign was created by M&C Saatchi Hong Kong, which won the Sharp account nine months ago, together with media partner Mindshare. The print campaign is running in all major newspapers and premium magazines titles like Hong Kong Tatler, Prestige, AV titles like AV Bi-Weekly starting February 26, supported by POP in retail shops.

See the ads