McKinney, representing my home state of North Carolina, utilized the insight that both men and women alike are fans of HDTV despite their very different tastes in programming. The shop tapped into this revelation in their spot for Sony Bravia by extending the opportunity for the audience to choose the ending of their ads in real- time using Tivo and the internet. This spot shows the woman's version of the ending. McKinney found a way to incorporate their target into the content- I guess that's a smart way to guarantee positive reception of the advertising. It was also well received by the industry- it won an EFFIE and was listed on Ad Age's Marketing 50.
Heart Specialist
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