Panasonic had launched this print advertisement campaign its latest Toughbook laptop. The campaign aims to preach a clear message that this laptop will go unhurt even if it is attacked by water, heat, dust etc. Therefore, evidently this laptop has the capability to fight all menacing and disturbing factors. The campaign aims to focus on the toughness of the notebook rather than technological aspect of the laptop.
Clearly the campaign is appealing in one sense; it bluntly outlines the main characteristics of the laptop without using any creativity to make it interesting. Obviously in these kinds of ads generally product benefit are straightaway told to consumers without even making it captivating or interesting.
On the other hand from creativity point of view, this campaign lacks freshness and is built up around a very ordinary idea. However, the art direction is to some extent can be held as the saving grace of the campaign as it has helped it immensely to make it presentable.
The copy reads as, ‘Nothing Defeats Toughbook. Water-resistant. Shock-resistant. Dust-resistant. Vibration-resistant. Extreme temperatures resistant.’ The campaign was created by Sparkfury Creative Consultants, Singapore.
Via Ads of the World
