The air-traffic controllers wave the go-ahead. Heat trails simmer on the airfield. And what comes out of the hangar? A giant paper airplane!
This new spot, by The Lord Group, New York, touts Kyocera Mita’s new digital color copiers; the main launch is today.
The spot, which is being supported by Net-banner ads, shows the paper airplane, which is made out of a business document, taking off from an airport.
The voiceover says, “It’s as digital as documents get.” The new tagline is: “Where documents are going.”
Larry Lue, svp, group account director at the shop, said a goal was “to grab people’s attention” in order to get out the name of the Japanese company, whose U.S. headquarters is in
Fairfield, N.J.
Attention was paid to details such as the heat trails, which, like the giant paper airplane, were computer generated, said Lue. Filming was at Moffett Field in Mountain View, Calif., just outside San Francisco.
The spot is scheduled to run on cable TV.
–Simon Butle