Move over Cadbury gorilla, American Tourister suitcase-tester, Gorilla brand glue and tape — even, dare we say, the 800 pound gorillas (Microsoft, Sony, Google et al) swinging from the rafters at CES 2011 in Las Vegas. There's a new gorilla in town, one that's quietly beating its chest and coolly taking the tech world by storm.
Make room for Corning, once best known for cookware products now produced under third-party license, as it muscles its way into consumer electronics and aims to reinvent its brand via its uber-strong Gorilla Glass, now popping up in a smart device near you.
It's already in consumers' hands (though they may not know it) and poised to become a household name via a slew of new products on the floor at CES this week, as electronics giants seek to make their devices the toughest, baddest, strongest screen around.
Corning touts its Gorilla Glass brand as more resistant to scratches and damage than any other, with promos running in its booth (above) and an impressive product test demo (below) to wow prospective partners:
Gorilla Glass is already creating buzz because it's used, quietly and effectively, in so many electronics products, such as Sony TV screens, (which touted their exclusive partnership at CES), but it's poised to become a household name.
The New York Times' David Pogue recently called Gorilla Glass "an unsung hero," noting that it's now found in 280 products from 20 brands, including Acer, Dell, LG, Motorola, and Samsung.
It won't be unsung much longer. The spots above will start rolling out nationally to get beyond tech geeks and make consumers aware of (and request by name) the tough screens when they're shopping for electronics.
Each spot features a suave, tech-savvy gorilla using cell phones, tablets and HDTVs with Gorilla Glass, all in a bid to (memorably) test the mettle of the glass with descriptive phrases like: "Tough yet beautiful," "Tough yet handsome," and "Tough yet ingenious."
Related print ads will appear in Bloomberg Businessweek, Wired, Rolling Stone, GQ, Men's Journal, while the videos will start popping up on tech sites including CNET, Gizmodo and Engadget.
"The devices [consumers] use are probably already covered in Gorilla Glass. It's a good time to let people know there is a difference,” said John Mannion, EVP client relations for Doremus, the agency that created the campaign, to Mediapost. "The one anachronism is that it would shatter and break. Corning has figured out a way to make thin sheets of glass that are damage resistant."
“Maybe if you had a free weekend and Mjǫllnir, hammer of Thor, you could crack Corning's Gorilla Glass," quips Gizmodo.
Proof that there's a new badglass in town? The videos below from CES: one by Microsoft, showing how Gorilla Glass is used in Windows Phone 7 devices, Windows 7 laptops, and the new Surface 2.0 (which Forbes dubs "the world's biggest iPad"); and another from a show-goer who was impressed enough with the Gorilla Glass screen he encountered in T-Mobile's Vibrant smartphone that he uploaded a test(imonial) on YouTube.