Saturday, June 14, 2014

Fusion Advertising and the Diffusion of Innovation

When it comes to introducing new technology, the simple pathway to success is clear demonstration of the technology's "relative advantage."

Of course the actor is John Slattery, who plays agency head Roger Sterling in Mad Men. Drawing upon the actor's established ironic persona, Honeywell places its new thermostat in a scenario that is immediately retro, stylish, classy and future oriented.

The scenario quickly constructs a fusion of iconic male-oriented images - the beer, dog, leather sofa, cool jazz music, food on demand - all in a sophisticated atmosphere. He manages this perfect life with his voice, and now he no longer has to even lift a finger to control the thermostat.

This work was done by mono in Minneapolis.

  Copyright © 2014 by John Eighmey. All Rights Reserved.

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