Sharp sells TVs with intertwined blogs and the wrong berries.

Over at MoreToSee electronics company Sharp has a cryptic campaign for their new flat screen TVs. We think.
Created by w+k New York, and according to adcritics email with cooperation from nearly all of its offices and numerous partners with creative director Ty Montague in the lead, the labyrinth of intertwined stories about a love triangle, spreads across several blogs and television commercials.

When I went to visit the MoreToSee pages, I got stuck on these mislabeled berries. As you can see by the long stem that holds a bunch at a time and the see-through color, those are red currants from the gooseberry family and not lingonberries.

Red currants on the left with the latin name and Lingon (berries) on the right.

The love-triangle is played out over the blogs at, and and their double-crossing attempts unravel various puzzles. Consumers can get lost in sites related to clues spiced up with the usual exotics, Stonehenge, crop circles and the Egyptian pyramids. There will also be a temporary art gallery setup in New York's SoHo that will play on ideas from the campaign along with displaying some Sharp products.

Confused yet? It is complicated admits Ty Montague who said to Adcritic: "We could have done self-contained spots with all of the technical information and entertainment value. But we think that the smarter thing to do is not to say it, but to do it, to ask viewers to spend more time with the brand, and entertain them while honoring the product."

Because in this busy stressed out world where all red berries look the same to professionals spending their work days on making the perfect site(s), consumers have all that time to spend just mucking about. Yep.

May we suggest next time that w+k "spend more time" on the details? As Paul Arden always says; God is in the details.

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (4)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Hey, I worked on this thing and I never noticed this berry deal. (and I've been searching for God most my life, but never thought to look in the details...)

    Meanwhile check out the discussion that's going on on the puzzler site for moretosee:


    Oct 19, 2004
  • kamari's picture

    ...You do see the irony in that, right? Seeing as the campaign is all about details.

    Oct 19, 2004
  • Andreas-Udd's picture

    Born in the land of Lingon and midnight fun, I think it's a rather funny mistake to make. It's a bit like labeling an apple "orange".

    Oct 19, 2004

Leave a comment