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Sharp Tells Men They Need Big TVs

Advertising Age, Tuesday, May 31, 2011 10:30 AM

Sharp's man-cave pitch says real men don't watch little screens. The company is promoting its supersized 70-inch LCD TVs with a TV, print, online, social and in-store push, "Big is too small a word" meant to entice males 35 to 54 with a cast of peers, who appear in the ads with their enlarged heads framed by the mega-TVs. The guys exclaim "Magnormous!" and "Spectacularge!"

The effort runs through July 4 and includes Facebook contests and point-of-purchase educational materials meant to counter sentiments that may arise around viewing and furnishing aesthetics. IHS iSuppli reports that 50-inch-and-larger TVs accounted for about 22.7% of all TVs sold in the first quarter of 2011, the highest rate to date, and the fastest-growing category in the sector.

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ad campaign, electronics, men, online, print, social media, television, tv

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