Alpine, WongDoody Keep It Simple

Its product line may have grown well beyond its car-stereo roots, but simplicity remains the watchword for Alpine Electronics of America.

A new national campaign from WongDoody in Los Angeles will include at least four blue-hued print ads with a decidedly uncomplicated message. Spending could not be determined.

“We wanted to combine the look of Alpine products with the heritage behind the Alpine name, in a way which exemplifies premium quality,” said Jennifer Quon, marketing coordinator at the Torrance, Calif., client.

Agency senior writer Tor Myhren said the idea was to avoid being wordy and technical. “The brand had such a great reputation. We didn’t need to tell people these stereos are the best,” he said.

One ad for Alpine amplifiers shows a line of palm trees being bent backward as music presumably blasts from the trunk of a car. Text reads: “Powered by Alpine.” Another, touting satellite navigation, has a line of geese in “V” formation following a car, along with the words, “Guided by Alpine.”

The ads target men 18-34 and will break in April car-enthusiast, stereo and music titles. They could roll out to other countries, Quon said.