Sony: Tuning fork

Perfect sound Sony EX Headphones.

Advertising Agency: Saatchi & Saatchi Sydney, Australia
Creative Director: Steve Back
Art Director: Nic Buckingham
Copywriter: Paul Bootlis
Photographer: Chris Mollison
Published: June 2008

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38 comments

monicamexico's picture
monicamexico
830 pencils

Sweet. Nice and simple. Now, let's just hope everyone knows what a tuning fork looks like.

Guest's picture
Guest

niiice, works for everyone

Guest's picture
Guest

nice!!

justpassingby's picture
justpassingby
1368 pencils

best ad that has come out from Australia, excellent idea.

Guest's picture
Guest

pfff
big ad?
earth hour?
dreaming

Guest's picture
Guest

I do know what a tuning fork looks like and i didn't get this right off the bat. Probably because this is not what a tuning fork looks like. Great concept, but seems to fail on execution.

Guest's picture
Guest

Haha, well said.

I don't understand how you people can rate this 8-9/10. It seems like anything simple on a white background gets endless praise on this site, when if you think about it, a world full of ads on white backgrounds would be an immensely boring world. They haven't communicated the message (perfect sound) and they haven't convinced me their headphones are any better than anyone else's. So like Sony to rely on their brand name to try to add value to their products, even though their products are just as crummy as everyone else's.

Guest's picture
Guest

Do you even work in advertising?

dsutula's picture
dsutula
29 pencils

I do work in advertising and the commenter above has a point. There is no real value proposition here.

Guest's picture
Guest

it get across, me likei

Guest's picture
Guest

I don't understand this figure?

Guest's picture
Guest

Know your audience, 10% of people might make the tuning fork connection.

matks's picture
matks
475 pencils

Well... know your audience... hi-end headphones for those seriously interested in music. Maybe we're just 10% of population, but we prefer intelligent, targeted ads;-)

Conceptual-eyes's picture
Conceptual-eyes
1475 pencils

Boring. Unsubstantiated. If it were Bose, maybe.

rogerroger's picture
rogerroger
80 pencils

in the words of homer simpson,.....boooooooooooooooooting!

Guest's picture
Guest

do you mean boring or boting

Guest's picture
Guest

SO perfect.

Guest's picture
Guest

Simply perfect....no need to had more words

picktokyo's picture
picktokyo
1404 pencils

dude, come on. this is a non-extendable idea. This is not really nice. and pretty boring too.

nasham's picture
nasham
9 pencils

simple...clever.

Guest's picture
Guest

Love it.

BFB's picture
BFB
941 pencils

It doesn't make the connection to a tuning form IMHO. Looks like one of those all too familiar ads for wine using things that look like wine glasses.

Guest's picture
Guest

A tuning fork is musician's gear. The concept is nice, but it's out of target.

dsutula's picture
dsutula
29 pencils

A tuning fork is piano tuner's gear. Show me a roadie with a tuning fork and I'll show you a roadie with Elton John and Billy Joel. It is not iconic enough to make this leap.

JxCx138's picture
JxCx138
152 pencils

clean, simple, clever... very well done!

Hell yeah!!

unstatusfied's picture
unstatusfied
54 pencils

got it and like it!

Guest's picture
Guest

done.

Guest's picture
Guest

done in your dreams maybe.Show the copie please!

Guest's picture
Guest

exactly. everything has been done before anyway. this comment should be outlawed

Guest's picture
Guest

If you'd think as consumers and not as ad people, you'd realise that that most consumers won't get this. What does a tuning fork have to do with perfect sound? Isn't it used for TUNING? As in tones?

Guest's picture
Guest

Exactly. If you're directing your ad at the mass market, the message needs to be way clearer. If you're directing it at audiophiles, then your audience isn't going to be swayed by clever ads, they want to see what makes these the right choice in headphones (better hardware, special noise-cancelling technology, more durable components, etc..). So I go back to what I said before, know your audience.

Guest's picture
Guest

good

JPhilly's picture
JPhilly
173 pencils

Ok, so I get this ad only because the headline on this site says tuning fork, but if I saw this in a magazine or something, I am not sure I would really follow that it was a tuning fork. I guess if you focus the media buy to specialty magazines then it would probably work, but it would need to reach those people that would immediately associate this image with a tuning fork.
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http://jakephillips.wordpress.com

Guest's picture
Guest

not bad but look like apple style

Guest's picture
Guest

I like, well done

Guest's picture
Guest

its ok. not bad at all. but id like to see 2 more please. the deadlines tomorrow. dont think of going to the pub til its cracked.

Guest's picture
Guest

If it didn't say Tuning Fork above I would've thought it was a glass - "Drink to the music!" Cheers!

sunjayv's picture
sunjayv
76 pencils

simple & great one!

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