Sony TX print ads have nav bar pop up in odd places

Sony's TX notebook is the first in Mexico to have built-in WWAN, and Marina del Rey agency Ignited Minds is spreading the word with this campaign. "We had to introduce WWAN and let people know that with the TX, they can now connect anywhere in Mexico," says writer Jason Carter. "The nav bar is a simple, graphic representation of the Internet," added art director Jules Fox. "So we simply placed it in environments where you would never expect to find online capability." Shot on location in Mexico by photographer Stuart Hall, the campaign includes print and outdoor ads.

This is the same team that created the Paper Airplane spot.

AGENCY: Ignited Minds
CLIENT: Sony VAIO Latin America
CREATIVE DIRECTOR: Mike Wolfsohn
ART DIRECTOR: Jules Fox
COPYWRITER: Jason Carter
PHOTOGRAPHER: Stuart Hall