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.

Adland is supported by your donations alone. You can help us out by donating via the Paypal link here, Liberapay,  or by buying our limited edition sneakers.  Feel free to use our amazon affiliate link here to buy yourself an ad book.

Anonymous Adgrunt's picture
Files must be less than 500 KB.
Allowed file types: jpg jpeg gif png txt doc xls pdf ppt pps odt ods odp wav avi mpeg mpg mov rm flv wmv 3gp mp4 dir dcr ogg m4v.
AnonymousCoward's picture

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:


kamari's picture

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

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".

amoeba's picture


For anyone that's trying to follow the puzzle.. This Ebay auction is a part of it.