In a Sony Vaio Latin American campaign, from L.A. agency Ignited Minds, the product becomes its own demo. In an effort to "create a higher perceived value for Vaio, the spotlight was placed on functionality," explains writer Dave Muraca. "Research indicated that Vaio's line of software-PictureGear, ClickToDVD and SonicStage-could make a significant difference in a consumer's consideration of a Vaio notebook, but very few consumers were aware of the software before reaching point of sale. So we focused a new round of ads on the exclusive multimedia software that comes standard on every Vaio notebook. As for the visual solution, it's simply the most effective and appropriate way for us to handle these products. Vaio stands for Video Audio Integration, so the brand has always been preferred by visual artists and audiophiles. These people don't want to read about hardware and software; they want to see the promise of what those technologies can deliver. We didn't want them to see a computer, we wanted them to see what the computer could empower them to do."
Client: Sony Vaio (Latin America) Agency: Ignited Minds, Marina del Rey, Calif. ECD: Ron Gould ACD: Mike Wolfsohn ADs: Christian Osmers, Tim Washburn CW: Dave Muraca Photographer: Rick Chou