Toshiba puts its hat in the ring

Just found this ad by Toshiba-- I think it's a pretty good example of something I've talked about here before: in the tech industry, often times the best way to get consumers to consider you is by drawing them in emotionally and then supporting them with the rational and technical information instead of vice versa. For example, the Sony Bravia campaign "Color like no other." I watched "Balls" and "Paint" and thought "Yup, got it."  This commercial has a similar strategy:

Not only is it a cool ad visually, but it reinforces the message that things are changing, technology is advancing, so don't you want to be with the company thats making those innovations happen? Truthfully, I've never thought about Toshiba this way, but they've given me cause to think about it.

I will say that it's not quite as strong strategically as it could be...it talks about sharp, clear picture and the "timesculpture" doesn't necessarily demonstrate this in the way that the Sony commercials demonstrate color, but it's still worth taking a gander at. And who's to say every had has to be rationally strategic? Sometimes finding a way to get eyes on the screen is strategy enough if the product sells itself. But that's a whole 'nother topic for another day...