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Tuning fork

Agency Network: 
Published/Aired: 
June 2008
Sony Print Ad -  Tuning fork

Description

Print advertisement created by Saatchi & Saatchi, Australia for Sony, within the category: Electronics, Technology.

Caption

Perfect sound Sony EX Headphones.

Advertising Agency: Saatchi & Saatchi Sydney, Australia
Creative Director: Steve Back
Art Director: Nic Buckingham
Copywriter: Paul Bootlis
Photographer: Chris Mollison
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monicamexico's picture

Sweet. Nice and simple. Now, let's just hope everyone knows what a tuning fork looks like.

monicamexico
Activity Score 830
Guest's picture

niiice, works for everyone

Guest
Guest's picture

nice!!

Guest
justpassingby's picture

best ad that has come out from Australia, excellent idea.

justpassingby
Activity Score 1368
Other
Guest's picture

pfff
big ad?
earth hour?
dreaming

Guest
Guest's picture

I do know what a tuning fork looks like and i didn't get this right off the bat. Probably because this is not what a tuning fork looks like. Great concept, but seems to fail on execution.

Guest
Guest's picture

Haha, well said.

I don't understand how you people can rate this 8-9/10. It seems like anything simple on a white background gets endless praise on this site, when if you think about it, a world full of ads on white backgrounds would be an immensely boring world. They haven't communicated the message (perfect sound) and they haven't convinced me their headphones are any better than anyone else's. So like Sony to rely on their brand name to try to add value to their products, even though their products are just as crummy as everyone else's.

Guest
Guest's picture

Do you even work in advertising?

Guest
dsutula's picture

I do work in advertising and the commenter above has a point. There is no real value proposition here.

dsutula
Activity Score 29
Copywriter at polkadotpeeps ltd. |

David Sutula | polkadotpeeps | everything matters.

Guest's picture

it get across, me likei

Guest
Guest's picture

I don't understand this figure?

Guest
Guest's picture

Know your audience, 10% of people might make the tuning fork connection.

Guest
matks's picture

Well... know your audience... hi-end headphones for those seriously interested in music. Maybe we're just 10% of population, but we prefer intelligent, targeted ads;-)

matks
Activity Score 476
Advertising
Conceptual-eyes's picture

Boring. Unsubstantiated. If it were Bose, maybe.

Conceptual-eyes
Activity Score 1475
Copywriter
rogerroger's picture

in the words of homer simpson,.....boooooooooooooooooting!

rogerroger
Activity Score 80
Guest's picture

do you mean boring or boting

Guest
Guest's picture

SO perfect.

Guest
Guest's picture

Simply perfect....no need to had more words

Guest
picktokyo's picture

dude, come on. this is a non-extendable idea. This is not really nice. and pretty boring too.

picktokyo
Activity Score 1404
Copywriter at JWT
nasham's picture

simple...clever.

nasham
Activity Score 9
AGA
Guest's picture

Love it.

Guest
BFB's picture

It doesn't make the connection to a tuning form IMHO. Looks like one of those all too familiar ads for wine using things that look like wine glasses.

BFB
Activity Score 936
Copywriter
Guest's picture

A tuning fork is musician's gear. The concept is nice, but it's out of target.

Guest
dsutula's picture

A tuning fork is piano tuner's gear. Show me a roadie with a tuning fork and I'll show you a roadie with Elton John and Billy Joel. It is not iconic enough to make this leap.

dsutula
Activity Score 29
Copywriter at polkadotpeeps ltd. |

David Sutula | polkadotpeeps | everything matters.

JC Carvalho's picture

clean, simple, clever... very well done!

JC Carvalho
Activity Score 152
Art Director at Art Director |

Hell yeah!!

unstatusfied's picture

got it and like it!

unstatusfied
Activity Score 54
Copywriter
Guest's picture

done.

Guest
Guest's picture

done in your dreams maybe.Show the copie please!

Guest
Guest's picture

exactly. everything has been done before anyway. this comment should be outlawed

Guest
Guest's picture

If you'd think as consumers and not as ad people, you'd realise that that most consumers won't get this. What does a tuning fork have to do with perfect sound? Isn't it used for TUNING? As in tones?

Guest
Guest's picture

Exactly. If you're directing your ad at the mass market, the message needs to be way clearer. If you're directing it at audiophiles, then your audience isn't going to be swayed by clever ads, they want to see what makes these the right choice in headphones (better hardware, special noise-cancelling technology, more durable components, etc..). So I go back to what I said before, know your audience.

Guest
Guest's picture

good

Guest
JPhilly's picture

Ok, so I get this ad only because the headline on this site says tuning fork, but if I saw this in a magazine or something, I am not sure I would really follow that it was a tuning fork. I guess if you focus the media buy to specialty magazines then it would probably work, but it would need to reach those people that would immediately associate this image with a tuning fork.
---
http://jakephillips.wordpress.com

JPhilly
Activity Score 173
Student- Ohio University |

---
Website: http://jakephillips.net
Blog: http://jakephillips.wordpress.com

Guest's picture

not bad but look like apple style

Guest
Guest's picture

I like, well done

Guest
Guest's picture

its ok. not bad at all. but id like to see 2 more please. the deadlines tomorrow. dont think of going to the pub til its cracked.

Guest
Guest's picture

If it didn't say Tuning Fork above I would've thought it was a glass - "Drink to the music!" Cheers!

Guest
sunjayv's picture

simple & great one!

sunjayv
Activity Score 76
freelance graphic artist
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