To promote its new thumb drive Sony in association with the agency FP7 has made a daring choice.
In total disregard of advertising conventions in the field of technology (Product demonstration and modern atmosphere) Sony and FP7 are using the (almost) common knowledge of the Bible and of the ancient mythology to make their point.
On the first print we have an obvious reference to Noah’s Ark, a vessel in the Genesis flood narrative, in which Noah saves himself, his family, and a remnant of all the world’s animals by building an ark to protect them all from the The Flood. On the right corner of the print we can see an image of the Sony Thumb Drive and the catch phrase : Store The Impossible. The connection created by the brand is really simple and efficient.
The second print use the same method but with another myth, the Trojan Horse. It is a tale from the Trojan War about the subterfuge that the Greeks used to enter the city of Troy and end the conflict. The Greeks constructed a huge wooden horse, and hid a select force of men inside. Then they pretended to sail away, and the Trojans pulled the horse into their city as a victory trophy. That night the Greek force crept out of the horse and opened the gates for the rest of the Greek army who finally won the war. On the top of this ad we can see the same picture of the memory stick with the same catch phrase.
As the Greek manage to « store » their men in the wooden horse, you will manage to store your data in the tiny Sony memory stick.
What we can easily learn from those ads is that the use of common mythological knowledge permit the bran to avoid all the « useless » speech. It goes straight to the point without any flourish. Mythology also permit the brand to go international. Indeed those ads were made by an arabian agency and can be use in a substantial numbers of countries without andy modifications.