In its first campaign for Kenwood, Sagon-Phior Group calls on its entertainment background to tout the stereo maker's ability to turn an ordinary car into a minitheater. The new tagline for the series of national magazine ads is: "Transport yourself."
The work, which focuses on Kenwood's audio equipment for cars, is slated to break in auto enthusiast publications in mid-March, expanding into lifestyle magazines in May and June. Subsequent campaigns will promote Kenwood's home stereo equipment and may include broadcast ads, according to officials at the Sherman Oaks, Calif.-based agency.
"From [our experience] handling advertising for the movie industry, we know how to create a sense of urgency for Kenwood and elicit an emotional response," said Glenn Sagon, agency president. To communicate the feeling of listening to music on a state-of-the-art car stereo, the agency coined the phrase "Car theater experience," a play on the familiar consumer electronics term "home theater," Sagon added. All of the ads use the new phrase as a headline.
The ads use exciting, emotion-grabbing scenes to represent the sense of being surrounded by sound. In the first of the two-page spreads, a photo shows a view from inside a car looking out to people riding a careening roller coaster. The copy states: "Your mind. Your music. Our equipment. Think of the possibilities."
The work is a clear departure from the wry, humorous, award-winning ads from the client's previous agency, Citron Haligman Bedecarrƒ in San Francisco. The agency split with Kenwood when the ad budget shrunk to $1-2 million and the client increased its focus on interactive marketing.
--with Angela Dawson