Sharp Pushes LCD Leadership, Innovation In Ad Campaign

By TWICE Staff -- TWICE, 11/21/2008

Mahwah, N.J. — Sharp Electronics today said it is rolling out the third phase of its national marketing and ad campaign tomorrow that will focus on its leadership and innovation in LCD and feature the Limited Edition Aquos LCD TV.

“Sharp continues to develop and discover new advancements in LCD technology, leading the industry and strengthening the Sharp brand,” said Bob Scaglione, senior VP/group manager, product and marketing group, Sharp. “These new ads demonstrate Sharp’s expertise and continued contributions to a category that we helped pioneer.”

This phase highlights the Limited Edition Aquos LCD TV series, which represents the culmination of 35 years of Sharp’s LCD innovation, and positions this series as part of Sharp’s complete line of LCD TVs that feature 120Hz technology. The print and broadcast ads showcase the true slim design and excellent picture quality of the Limited Edition series, set in a simple, clean background setting, the company said.

The commercial features Gerard Fasel, a professor of math and physics at Pepperdine University, who appeared in Sharp’s solar and LCD commercials earlier in the year. The commercial closes using the message “Change Your TV, Change Your Life,” which is featured in earlier versions of the campaign.

Kicking off on Nov. 22, the commercial will be broadcast on high-profile network and cable programming, such as “60 Minutes” (CBS) “24” (Fox) “Good Morning America” (ABC) and “Sunday Night Football” (NBC) and on cable networks such as CNN, TNT, USA, Food Network and FOX News. In addition to the TV commercials, print advertising in major newspapers including The Wall Street Journal, USA Today, The New York Times, LA Times and Chicago Tribune, as well as major magazines including Time, Newsweek, The New Yorker, Dwell and Wired will follow.

In addition to the TV commercials and print advertising, the marketing campaign is upgrading the micro site www.lifechangingbox.com with new sections dedicated to the Limited Edition Aquos LCD TV series, Aquos Advantage (Sharp’s enhanced customer-service program), the Sharp Aquos LCD TV series designed for the gaming industry and an LCD Innovation section. Interactive online advertising on sites such as CNET, Yahoo, Google, MSN, and Discovery Networks will support the micro site relaunch.

The Sharp Limited Edition Aquos LCD TV Series features a depth at its thinnest point of 1 inch; the 65- and 52-inch class (64 33/64 inches and 52 1/32 inches diagonal, respectively) ultra-thin models provide an extremely small footprint, establishing a new design standard for LCD TV and allowing for unobtrusive wall-mounting placement, the company said.

Both models incorporate an ultra-high-performance RGB LED backlight for an unprecedented 150 percent NTSC color gamut, extremely high Dynamic Contrast Ratio of more than 1,000,000:1 for deep blacks and crisp picture quality, as well as Aquos Net Web-based service, Sharp said.