GOING UPSCALE

Sharp targets high-end consumers with a new TV spot for its Aquos line of liquid-crystal TVs.

The commercial, which breaks today via Oasis, shows Aquos TVs in different settings, such as a kitchen, a bedroom, by a pool and at a party.

“The TV itself is a wide range of sizes,” said Paul Bernasconi, founder and executive creative director of the New York-based shop. “We wanted to let the TV tell the story in a way, from the smaller TV in the kitchen to the large theater system as a centerpiece of a party.”

The tagline, “Be sharp,” was introduced last year through print ads, replacing long stand ing tagline, “From sharp minds come sharp products.”

Whereas the previous tagline was product-oriented and geared toward a broader, more mainstream market, “Be sharp” is more about lifestyle and affluence, said Bernasconi.

“Creating a ‘be sharp’ life is about creating your best self” with Sharp products, said Jeff McClelland, managing director at Oasis.

The spot will run nationally on cable. The U.S. arm of Tokyo-based Sharp, which is based in Mahwah, N.J., spends about $25-30 million on ads annually, according to CMR.