Clarity Alliance focuses on poor TV sound quality with first advertising campaign

Clarity, the hi-fi and home cinema industry's new trade alliance, has launched its first advertising campaign to focus consumers on getting better performance from their sound and vision products.

The first campaign focuses on the poor quality of sound from flatscreen TVs, something which we can certainly relate to.

The campaign, called 'It's Time To Upgrade', uses a two-minute video, which will be pushed on YouTube, Facebook, Google+ and the new 'It's Time To Upgrade' website.

The video gives consumers a number of options for getting better sound from their TV, and will guide them to their local specialist retailer where they can investigate further.

Launching the campaign Alan Sircom, chairman of Clarity, said, “One of the primary reasons for setting up Clarity was to help raise awareness of the hi-fi and home cinema industry with consumers who are blissfully unaware of how good home entertainment can be.

"We need to introduce new customers to what we do, visiting the shops and buying the products that our manufacturers spend months and years developing.

"By focusing the first campaign on an issue that is really simple to understand, namely how bad TVs sound these days compared to the amazing pictures they give, we hope to attract the attention of people who have never given this any thought but will appreciate it when it is pointed out."

Clarity launched at the start of the year with six key aims and objectives, and this is the first advertising campaign.

Let us know what you think in the comments below.

Follow on Twitter

Join us on Facebook

Joe Cox
Content Director

Joe is Content Director for T3 and What Hi-Fi?, having previously been the Global Editor-in-Chief of What Hi-Fi?. He has worked on What Hi-Fi? across the print magazine and website for more than 15 years, writing news, reviews and features on everything from turntables to TVs, headphones to hi-fi separates. He has covered product launch events across the world, from Apple to Technics, Sony and Samsung; reported from CES, the Bristol Show, and Munich High End for many years; and written for sites such as the BBC, Stuff, and the Guardian. In his spare time, he enjoys expanding his vinyl collection and cycling (not at the same time).