Run-a-Way

Acer new campaign named “Explore your hidden passions” had a kick-off start. It launched an ad called “Bake It: The story of Keifer Sutherland’s Hidden Passion”. The recipe is simple; a high profiled celebrity, an idea that is in juxtaposition to his image and a pleasant atmosphere that channels the atmosphere of an action film. Keifer Sutherland is shaking off his tough Jack Bauer image and is showing us a softer side by baking “moist and fluffy” cupcakes that have the shape of an explosion.

During this advertisement we are introduced to Acer’s new motto: “Explore beyond Limits”. This is something Keifer does. He wants to start a cupcake business. However, the conventional cupcake designs don’t express his personality, hence, the recording of the explosion. He thinks out of the box. His creativity can now be embodied through the use of Acer’s product. The ad concludes with him having his business baptized Dynamite Cupcakes and starting selling them.

Exploration here takes another form. With product consumption we can explore the world in a different way than centuries ago. All it took back then was curiosity. Now, we need the right tools. A compass is not enough nor a telescope. A computer and an internet connection can help us significantly. We are eventually modern day explorers!