With the introduction
of the new police "Ka band" radar gun, Uniden used this ad to announce
its new radar detector capable of detecting Ka frequencies.
Uniden
requested an ad to promote the ruggedness of their 2-way radios. When
asked if they had any hard facts for use as "evidence," they uncovered
the fact that their radios had been used on an international Everest
expedition - giving birth to this ad.
Given Uniden's
price/performance advantage in radar detectors, I suggested that
Uniden directly compare its detectors to those of its competitors
(Cobra, Bel and Whistler). This controversial campaign was the
result.
