Fresh printwork from Perich + Partners for the harman/kardon and Infinity brands of audio equipment are set for spring rollouts.
A series of three ads for each brand, linked by similar graphic design, will break in March and April issues of magazines, with new spots through June in an effort that will continue throughout the year, said Dan Sygar, associate creative director at the Ann Arbor, Mich. agency.
The harman/kardon ad breaks in the April issues of magazines, including Esquire, Wired, Money, T3, Sound & Vision, Home Theater, and Audio Video Interiors.
The Infinity ads are scheduled for March issues of magazines including New York Times Magazine and Cigar Aficionado, and in April issues of Stereophile, Audio Video Interiors, Absolute Sound, and Home Theater.
Both series of ads will run throughout the calendar year.
Infinity speakers are among the most upscale of all audio equipment and the images in the ad are meant to reflect that, Sygar said. The first ad shows the silhouette of a huge house on the ocean with a man dancing and the headline, "It's not the view, it's the sound." A subsequent ad has the headline, "It's not the song, it's the sound." The ads are meant to emphasize the purity of the sound reproduction and the extreme reaction the subjects are having to such high quality, Sygar said.
Harman International, Washington, the parent company for both harman/kardon and Infinity, spent $6 million on measured media advertising for the harman/kardon brand through the first 10 months of 2000, according to Competitive Media Reporting. The company spends about $1 million annually on the Infinity brand, per CMR.
h/k is known as a technologically advanced brand, Sygar said. The ads in that campaign emphasize that h/k does the thinking behind the technology so consumers can just sit back and enjoy the sound, he said.