Panasonic: "Out"door Advertising?

A New York-only outdoor/transit campaign for Panasonic's Toughbook Elite laptops combines the notion of "pretty" and "tough" in a pretty interesting manner, particularly in the lone execution featuring a man. "Anyone can use

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A New York-only outdoor/transit campaign for Panasonic's Toughbook Elite laptops combines the notion of "pretty" and "tough" in a pretty interesting manner, particularly in the lone execution featuring a man. "Anyone can use beautiful models holding a sleek laptop computer," says Merkley + Partners senior AD Tom Sullivan. "However, the beauty of these executions is the clear product message of 'tough and attractive.' " OK, but this "Mechanic" ad surely must be an homage to the late Herb Ritts' 1984 homoerotic masterpiece "Fred With Tires." (See the PDF for the Ritts photo and the other ads.) Combined with the headline, we'd have to say this is quite a bold stroke, especially for a far-from-edgy client like Panasonic. Well, maybe, but "any similarities to Ritts are purely coincidental," claims Sullivan, and Richard Corman's "fashion-style photography features models who were chosen to appeal to both male and female buyers." Whatever, kudos all around for putting some "lap" in laptops.
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About

Credits
Date
Dec 09, 2004
Client:
Panasonic
Executive Creative Director:
Andy Hirsch
Executive Creative Director:
Randy Saitta
Senior Art Director:
Tom Sullivan
Copywriter:
Mark Anderson
Art Director:
Ben Wolan
Photographer:
Richard Corman
Agency:
Merkley + Partners
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