DENSO: It Started With A Spark National Ad Campaign
PROJECT: Conceptualize an advertising campaign that centers on the installer's experience and brand loyalty to DENSO products and highlights the brand's elite product line, spark plugs.
DENSO was the first company to introduce a spark plug which featured Iridium on it's tip. However, DENSO has grown its product line to include a multitude of products. Thus, the genesis of the first ad featured above, which teases the spark plug but pays off the entire product line.
When I first wrote the headline, it read,
"It started with a spark, but it's our entire
product line that generates the buzz".
product line that generates the buzz".
In the end, that had to give way and was revised but I think we managed to keep the original sentiment.
The rest of the ads in the series featured testimonials with actual automotive technicians speaking about their experience with DENSO products. The technicians were shot on location in the facilities where they worked.
Art Director: Michael Taylor
Copywriter: Michael Taylor
Photographer: Steve Pollock / Pollock Studios
Three page spread which ran in multiple trade publications.
