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."

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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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