Sharp "The Pool"
True to the tagline, there is way more to see than three the Errol Morris-directed spots that kick off the campaign, the first of which airs today. The mysterious commercials send viewers to the campaign's main site, www.moretosee.com, which links to blogs written by three characters involved in a hunt for three mysterious urns, as well as to product information about Sharp's high-end LCD Aquos television and the complex technology behind it.
Through the inter-linking blogs (peter.moretosee.com, natalie.moretosee.com and mike.moretosee.com ) -- which describe the characters' love triangle and double-crossing attempts to unravel various puzzles -- consumers can enter sites relating to puzzles and other mysteries, including Stonehenge, crop circles and the Egyptian pyramids. To break beyond the screen, there will also be a temporary art gallery setup in New York's SoHo that will integrate ideas from the campaign with product displays.
If it sounds complicated, that's just the way Wieden + Kennedy creative director Ty Montague intended it. "We could have done self-contained spots with all of the technical information and entertainment value," he says. "But we think that the smarter thing to do is not to say it, but to do it, to ask viewers to spend more time with the brand, and entertain them while honoring the product." While the creative teams don't expect every consumer to click through to the end, those who do will find clues to a real-life treasure hunt. Keep an eye out for a detailed report on the "More to See" campaign in the November issue of Creativity. --Melanie Shortman