Advertising Agency: Saatchi & Saatchi Sydney, Australia
Creative Director: Steve Back
Art Director: Nic Buckingham
Copywriter: Paul Bootlis
Photographer: Chris Mollison
Published: June 2008
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.
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.
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;-)
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.
David Sutula | polkadotpeeps | everything matters.
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?
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.
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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Comments
Sweet. Nice and simple. Now, let's just hope everyone knows what a tuning fork looks like.
niiice, works for everyone
nice!!
best ad that has come out from Australia, excellent idea.
pfff
big ad?
earth hour?
dreaming
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.
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.
Do you even work in advertising?
I do work in advertising and the commenter above has a point. There is no real value proposition here.
David Sutula | polkadotpeeps | everything matters.
it get across, me likei
I don't understand this figure?
Know your audience, 10% of people might make the tuning fork connection.
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;-)
Boring. Unsubstantiated. If it were Bose, maybe.
in the words of homer simpson,.....boooooooooooooooooting!
do you mean boring or boting
SO perfect.
Simply perfect....no need to had more words
dude, come on. this is a non-extendable idea. This is not really nice. and pretty boring too.
simple...clever.
Love it.
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.
A tuning fork is musician's gear. The concept is nice, but it's out of target.
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.
David Sutula | polkadotpeeps | everything matters.
clean, simple, clever... very well done!
Hell yeah!!
got it and like it!
done.
done in your dreams maybe.Show the copie please!
exactly. everything has been done before anyway. this comment should be outlawed
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?
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.
good
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
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Website: http://jakephillips.net
Blog: http://jakephillips.wordpress.com
not bad but look like apple style
I like, well done
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.
If it didn't say Tuning Fork above I would've thought it was a glass - "Drink to the music!" Cheers!
simple & great one!