SPARK

CHALLENGE

To create an ad to see spark plug in a whole new light.

CONCEPT

The idea that a sprinter ignited by the spark plugs on his back has a faster qualifying time than a F1 car. Sprinter assumes pole position in the starting F1 grid.

CONTEXT

Digital Imaging Scheme.

Main Tag, “Start on a different grid.” Body copy “Denso Iridium Spark Plug. Igniting Power, Speed and Endurance for F1 car.” Almost without fail, spark plugs ads always have independent stand-alone cars or motorcycles of different genres as promotional ads. It is in danger with its predictability. Performance enhancing spark plugs is inevitably propagandizing a male centric target audience and this group is always familiar with sports in general. Using a sprinter also provides a good analogy to the generally less interested and hence less-informed female group in the areas of sport racing.

In terms of marketing strategies, the male sprinter model in the ad can be a celeb sports man or woman if the budget is not an issue. For instance, for China market, engage “Liu Xiang”, for Singapore, engage “U.K.Shaym”, for America market, can even consider “Marion Jones” etc. as long as none is involves in doping scandal. The rest is timing of the launch relative to the major sporting events like F1, Olympics etc.

Date of idea: June 2005

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