Objective: To educate consumers about what constitutes superior picture quality (superior picture quality is directly related to how black the blacks are on your television) and at the same time highlight the fact that the New Panasonic Neo Plasma has blacker blacks than any other on the market.Concept: What with black plagues, black moods, black hats and black cats, 'black' has never had a particularly good reputation. But it is however, exceptionally good at one thing. When you put something good in front of it, it sure as hell stands out.Target: Anyone that’s in the market for a quality flat screen television.