×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

BtoB

Cut to the Chase: TV

Published on .

Company: Panasonic, Secaucus, N.J. Agency: Sigma Group, Oradell, N.J. Market: Mobile executives Quick chase: Seeing is believing, which is why this spot for Panasonic's Toughbook laptop computer is so effective. Using the power of television to demonstrate the product's key attribute?durability?the spot puts the Toughbook through its paces by showing it being carried across a battlefield, onto a construction site and into the corporate boardroom. In every case, the Toughbook emerges no worse for the wear. At the construction site, a bottle of water is accidentally spilled on its keyboard. In the boardroom, it falls hard on a conference table, but nothing is lost from the screen. All the scenes reinforce the tagline: "Work anywhere. Risk nothing." Even the musical score from Boston's long-ago hit "Peace of Mind" contributes to the message." Clue: But can it survive hell and high water?
Most Popular
In this article: