“Make it simple. Make it memorable. Make it inviting to look at. Make it fun (to read).” Ok, this quote belongs to DDB’s rival network founder, Leo Burnett.

The point is that ad fads come and go – brand film epics, social media campaigns and ‘my tech is bigger than your tech’ executions all being this year’s – but every now and then ad appears that reminds you why the fundamental rules endure.

Why does KISS work? If your big idea is all there is, and it’s presented in a striking manner, people pay attention to it. And it’s easy to remember one thing.

Here’s a text book example of KISS in action, or proof it works if you like, by DDB Canada.

Each of the two Get Your Ears Ready ads shows an ear doing crunches. Why is the ear doing crunches? So it’s in top form to hear the superior sound of Sony’s Hi-Res audio products.

“It’s difficult to demonstrate audio quality on television,” Paul Wallace, executive creative director, DDB Canada Toronto commented. “To compel music lovers to get to a store and experience Sony Hi-Res audio for themselves, we casted captivating characters with interesting facial expressions to draw viewers in and pique their curiosity.”

The second ad has just been released.

The campaign began in August.

The campaign targets music enthusiasts, so the ad to have appeal across generations and fans of various music genres. The campaign includes partnerships with Canadian music blogs and influencers such as Sidewalk Hustle and Beyond the Drop. The videos are running on specialty music channels such as Much, M3 and MTV Canada, online and in theatres, to create a sense of intrigue to inspire people to go to store for a demo.
Sony competes against brands like Bose and Beats for headphones, the latter of which is known for its affiliation with Dr. Dre. The decision was made not to travel the celebrity endorsement road, but to focus on the products’ performance and quality.

“Our job really has to just be to compel music listeners to get to a store and to listen to it and experience high-res for themselves and then make an informed decision,” stated Robin Powell, vice president of marketing/communications at Sony Canada.

The spots were directed by Filip Nilsson.