New Sony Auto System XPlod's with Audio Sound

Brandweek, March 15, 1999

PARK RIDGE, NJ--Sony MobileComm America is launching a line of car amplifiers and speakers, called XPlod, backed by a print campaign targeting single males 16-35, the hardcore auto/audio enthusiast. Ads, via Toronto agency Ranscombe, feature illustrations by gonzo artist Ralph Steadman next to product shots.

Beginning with April issues, ads run in Bikini, Details, Spin, Car Audio & Electronics, Car Stereo Review, Car Sound, Vibe and others. Special event promotions, in conjunction with promo shop Upshot, Chicago, will augment the campaign. The XPlod sound system features bright red amps, speakers and woofers that pound out an earshattering 164dB.