Sharp introduced the world to the coming launch of its LCD television screens at the end of 2004 with the ‘More to See’ campaign. The teaser for the campaign featured people living their lives with their eyes closed.
A man in business clothes opens his garage door, with his eyes closed. A mother helps her daughter take off her top – the girl has her eyes closed. A chef prepares his tomato dish, with eyes closed. A jogger runs across a bridge with eyes closed. A child traveling in the back seat of a car has her eyes closed. The pattern continues A teenage girl applies make up in front of her mirror. Two children look at the fish in an aquatic tank. Students sit in a lecture theatre. Patrons at a movie theatre. Pedestrians walk in a busy city. Commuters wait at a train station. Finally, a woman sitting in an art gallery opens her eyes. Voiceover: “The Sharp Aquos Liquid Crystal Television. Suddenly there’s more to see.” The television advertisement leads viewers to Sanyo’s microsite, www.moretosee.com.
The Sharp Aquos LCD television was designed by Toshiyuki Kita who tells his story on the microsite. The exciting news on the site is the capacity for a 65 inch screen, the largest available in the world as of November 1, 2005.
The ‘More to See’ campaign was created by advertising agency Wieden & Kennedy New York. The W+K team included executive producer Gary Krieg, producer Temma Shoaf, art directors Alan Buchannan and Stuart Jennings, copywriter Andy Carrigan and creative directors Ty Montague and Todd Waterbury.
Sanyo Aquos ‘More to See’ was directed by Philippe Andre of Villains, with director of photography Robert Papais.
The spot was edited by Adam Pertofsky at Rock Paper Scissors.
The ambient music was composed and designed by Jonathan Elias at Elias Arts.
Visual effects were designed at Buf Compagnie and graphics were designed at Imaginary Forces.
Does anyone recognise the painting or the art gallery?
So what do you think? Was the ad inspired by the Apple Think Different Campaign?