Pioneer

Pioneer has introduced the KURO television with an unusual campaign which promotes the body’s ability for multi-sensory skill. The advert was produced by lee clow and was released at 2008. Lee clow is currently the chairman and global Director of TBWA/worldwide and was formally its chief creative officer. The Advertising Age referred him as the "advertising's art director guru". In this campaign Nadav was the photographer and Becca Morton as the Art director.

The advert features an image of what seems to appear as a hand with five ears on the finger tips alongside an eye placed at the center of the palm the advert completes its final look with a slogan which is seen at the top of the image; ‘seeing and hearing like never before’. The unique slogan was created by Gage Clegg. This advert has various interpretation portrayed to it. The almost obvious would be the illuminati (free mason) due to the eye suggestion. The image of the hand can also be referred to the story of ‘Hamsa’ as it was believed that his right hand stopped all the Seeing Eye. This may have been one of his influences to when creating his pioneer advert. The use of the ‘hand image’ could very much be seen as a STOP hand gesture. This technique is reasonably useful as it may have helped appeal to the audience better as well as resulted them to stop. on the other hand the positioning of the eye and ears is quite bizarre however it complements the slogan well which I believe was a good and successful technique to incorporate. This particular advert is known as ‘shock advertising’ which was reasonably popular at the time. It is clear that Lee Clow did his research well as well as considered all the significant aspects to include in his campaign.

The main colours used in the advert are black and white, which assist into giving the advert a more classic, dark and serious look as well as it also adds a professional appeal to it making it seem more reliable to its audience. The black and white can also give the advert a more gothic outlook therefore promotes an aggressive theme which outlines a mystery effect.

There are various processes and techniques that took part into making this advert. One of them being photo montage, where in this case black and white photographs were taken and layered over each other using Photoshop to create the eye in the palm. Effective use of lighting on the hand may had been applied in Photoshop.