The Toshiba LED campaign might make an unusual statement, but it simply shows the times people live in now. Back in the day, television images were all about color and crispness. Now, it is about how truly immersive they can be. As the ad campaign reads, "Less body--less fun." Considering that it promotes a three dimensional experience, this should not be surprising at all.
Conceived and executed by the Young & Rubicam ad agency based in Israel, the Toshiba LED campaign revolves around classic cases of deflation. From a deflated soccer ball to a deflated bicycle tire, the images really help to get the message across.
The Toshiba LED campaign was art directed by Meital Miller and Tom Zakai.
What's Driving This Trend
- Immersive TV Ads
- Creating TV ads that offer a three dimensional experience can be a disruptive innovation opportunity.
- Deflation Marketing
- Focusing on deflating objects in advertising can be a disruptive innovation approach that grabs attention.
- Crispness-color Balance
- Balancing the immersive experience of 3D TV with color and crispness can be a unique approach in TV advertising.
Who This Affects Most
- TV Manufacturers
- The trend toward immersive 3D advertising creates the potential for TV manufacturers to innovate in ways that support these ads.
- Marketing and Advertising
- Using deflated objects in advertising creates room for marketers and advertisers to experiment with creative approaches to messaging.
- Digital Technology
- Incorporating digital technology into TV ads can help strike the right balance between immersive experiences and crisp, colorful imagery.
