Introducing a new concept in consumer electronics

From contacting the client to shaping the message, directing the artist and of course writing the copy, Joe Gold developed from concept to final execution for this ad in an upscale local magazine. It takes advantage of the typical consumer's lack of sophistication in consumer electronics, and fear of sales people exploiting that ignorance. The store turns over selecting audio components for a superb sound system to a store staffed by audiophiles.