The premise of the "See More" theme was that, as television was the most powerful storytelling device (with perhaps the tip of the hat to cinema), Sharos & Aquos' product line offered state-of-the-art TVs, providing viewers with a brighter experience with its superior color, detail and sound. One of the campaign's five television clips featured people – a mother dressing her daughter, a cooking man, an audience in a movie theater – talking about her life with her eyes closed. Finally, a woman opened her eyes to an art museum in front of a painting by Victor Mairl at the Battle of Guararapes. Then one voice said, "Sharp Aquos Liquid Crystal Television. Suddenly there is more to see." Some critics have taken exception to the basic concept. Writing in Brandweek, Barry Ganoff commented: "Taking a seat literally means that people can really see or appreciate their lives unless television is there to help them. What's more, they've earned 39 don't really value their own lives unless they trade their regular Aquos TVs. Of course, Sharp can't tell people to get out and enjoy life by turning off their TVs. "
The More to View message may be simplistic and even illogical, but the method by which the campaign centerpiece was delivered was as innovative as the Sharp LCD technology. The campaign was more than multifaceted; it was, in many ways, an example of interactive fiction, using various elements – television spots, print ads, websites and an 'alternative reality game' competition – to engage the audience and keep it in the campaign for months. This approach was intended to counteract the resistance that users had built up to 30 seconds of ads after years of being bombarded by them, not to mention the ability of digital video recorder owners to skip ads. A pioneering effort in this kind of promotion was the independent film, The Blair Witch Project, which created a buzz by hinting at the media that the film was a student documentary project that went horribly wrong. The curious were taken to the producer's website and a large number of people began to argue with each other whether the "found footage" of student filmmakers was real or fake. When the low-budget movie opened, it became a surprise hit in the summer of 1999, generating an impressive $ 150 million in internal box office sales.
Sharp has engaged the services of Blair Witch Producer Services, Haxan Films, to help create the mysterious storyline around which the marketing campaign and the More to See contest will revolve. The resulting tale was called "The Legend of the Sacred Litter Box" and consumers were invited to unravel the mystery where the eccentric millionaire hid three precious litter boxes. The three television ads that have developed the storyline – The Key, The Pool and The Tooth, have pulled off a "cinematic mystery", according to Bill Dunlap's Shoot Magazine, set in a country estate featuring a beautiful woman, an older man in a pool and a careless driver in a Volkswagen Karmann Ghia. "Marcus Robinson, writing for Boards Magazine, offered his own summary of the setting:" A man, Peter Lindeman, is swimming in the pool of his big French castle, and his girlfriend is on her way to meet her lover. He massages a toothache and looks at his eyes from behind, forcing him to stray so as not to hit him. He eventually drops his red sports car into the pool. "
All three spots showed the same incident from a different perspective. In the Pool, for example, a woman in a bedroom window watched Lindeman swim in the pool when a car suddenly flew into the air and landed in the water. Sharp television was then shown and viewers were directed to the Moretosee.com campaign website. The site provides audio and visual clues and selected blogs, allegedly written by the three characters involved in the hunt for the three mysterious urns. Chat rooms were also available for people to think about the mystery together. Once viewers were on the website, they should have been able to learn more about LCD technology and the Sharp Aquos television line. Participants were also directed to other websites to reveal clues. The spots were directed by award-winning documentary filmmaker Errol Morris, whose credits included Gates in the Sky, The Thin Blue Line and Fast, Cheap and Out of Control.
The television spots began airing in September 2004 and aired on various network and cable programs, including ABC, Monday, Night Football and 60 Minutes of CBS. The More to See campaign also included print ads run by Wieden & Kennedy's Amsterdam office, which also tried to direct people to the website. Since launching in the United States, More to View has been introduced in 18 other countries. As an ancillary component of the campaign, Sharp opened a store in New York where users can try out the Aquos product line and where additional clues are provided. The campaign went on for four months, during the critical festive season, with bits of mystery breaking out over time. In the end, Ken Floss of Ohio solves the puzzle and wins the grand prize, Aquos TV and other home theater equipment.