• by Aaron Baar , August 15, 2011

Vizio is out to prove that inexpensive doesn't mean cheap with a new advertising campaign breaking this month.

Having built its success on attractive pricing, a new wave of commercials expected to break this week will showcase the recognition the brand received in recent years, according to an informed sources.

"Vizio has received a slew of accolades and awards and was being talked about as a technology leader at the latest Consumer Electronics Show," a source familiar with the campaign tells Marketing Daily. "Vizio is a bona fide technology leader and has some of the best HDTV's in the category."

The commercial uses special effects to "deconstruct" competitor products and reassemble them into a comparable Vizio product, according to the source. Some of the awards the company has won in recent years include having had several lines named "Product of the Year" by Consumer Reports, as well as its "tablet friendly" VIA PLUS-TV being named one of Cnet's "Best of CES" in the TV category. In part, the strategy is laying the groundwork for the company to move into the tablet and mobile phone categories.

In 2010, Vizio aired a Super Bowl spot that featured Beyoncé, as well as Internet icons (such as David, from the David Goes to the Dentist meme, and the bird mascot for Twitter) all being combined, via robotic arms, into a Vizio television. The spot proclaimed the set brought "The best of the Internet to your TV." Shortly after the ad aired, Engadget noted the ad was part of the company's attempt to "remake its reputation from being merely a cheap HDTV manufacturer to a premium one offering lots of features."

Company executives were not available for comment on the new advertising campaign.