When people heard that a small chip used millions of tiny mirrors to reflect brilliant color, their reaction was always the same: that’s amazing. The challenge was to convey the wonder of the technology in a believable way. Enter a young girl. The DLP “Amazing” campaign from Texas Instruments launched at the height of the flat screen TV wars. DLP was positioned as a third platform alongside LCD and Plasma. Despite being late to the party, and being outspent 8-1 by the competition, unaided awareness rose to an incredible 63% and sales were brisk until a massive industry shift to LCD–and now LED–quashed the effort.
Note: You may recognize the young actor as the now twenty-two-year-old megastar, Bella Thorne.
