Sharp came out with a new technology, Quattron, that adds a 4th color to the television viewing experience. The problem in trying to advertise that attribute on TV is that viewers would be watching this commercial on their standard 3 color televisions. They would never be able to see the benefit of a 4th color. The solution? Portray a Sharp Engineer to explain the new technology and see the difference through his eyes. We chose George Takei, an original Star Trek cast member, to portray the engineer. His pop culture personality was the perfect choice to connect to the hi-tech audience, as well as kitschy enough to breakthrough the clutter CGI/dramatic television commercials advertising televisions. And his trademark "Oh my!" reaction to seeing the colors on his TV, perfectly sums up the benefit of Quattron Quad Pixel technology. It ends simply with “You have to see it, to see it.” (This first spot in the campaign was designed to show only his reaction to the images, to set up the premise of the campaign. The next spot, actually shows images, but encounters a whole new set of hurdles for our Sharp Engineer to work through.)