Applied Materials

Applied Materials
Information for Everyone

A small share of voice needs a big idea.

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Tokyo. Photo: RJ Muna

Even though Applied had been laboring for more than thirty years at building America's biggest semiconductor equipment manufacturer, less than half of the retail investment market had heard of the company. And, beyond awareness, only a small portion of the market appreciated the fact that they make the systems used to produce virtually every new microchip in the world.

We were tasked with bringing that value into sharp relief.

But first we had to sell Applied Materials board of directors on an ambitious plan to invest in a global broadcast advertising program. To help us achieve that objective, Hollywood legend Martin Sheen added just the right note of gravitas to a film we made to pitch the campaign's big idea:

"Applied Materials is opening an era of 'Information for Everyone'."

Jim Morgan, Chairman Emeritus

When it came to execution, our biggest challenge was telling the truth about Applied Materials global leadership in semiconductor technology without evoking Orwellian overtones or corporate chest-beating. We solved the problem by producing a series of cinematic commercials that dramatized the ubiquity of microchips in unexpected locations.

Thanks to the 'Nothing is Impossible' attitude of our production team, Applied became the first company to shoot a commercial inside Beijing's Forbidden City and on the Great Wall of China... the first to be granted permission to film at the world's busiest pedestrian intersection, Shibuya Crossing, Tokyo... and the first to feature a Porsche in a third-party ad.

Additional photography was shot in Cádiz, New York, California, Mumbai.

As a result of memorably expressing the truth about the difference they make, our campaign made Applied Materials famous for making the Information Age more accessible and affordable to everyone.

In spite of being heavily outspent in the media, recognition and interest in the ads outstripped those from tech bellwethers Intel, IBM and Cisco.
Nasdaq amplified the advertising effect by featuring Applied in their visionary leaders campaign.
Today, even during volatile times, when ownership of other tech stocks decreases significantly, AMAT holds its ground or moves forward.

Source: Hall & Partners / Investors Business Daily

"Mark Whitty possesses a rare combination of attributes for the advertising industry: he has high standards of excellence and he is a good budget manager. He provided standout, award-winning work for me at Applied Materials on a $50 million global advertising and branding campaign."