Sony recent Bravia LED campaign could be the first example deserved to talk about, which takes 'aesthetic-leading benefit' in a smart way. If you only look at the headline - 'color like no others', I would feel they are taking risk of making aesthetic as leading benefit in a category still valued on technology equity, however the creative execution takes a big role that brought out the leading benefit so vividly and impressively, besides, a smart approach of delivering 'better color contrast' functionality same time. Although now I still couldn't see colour is a key factor in LED purchasing, the potential is there to be created. Then, gradually the category's benefit landscape would be enlarged, that's how creativity pays a big role in a new benefit's return.

