Indium Video Ads Put the 'Phun' in Photonics

Electronics assembly materials supplier Indium Corp. is doing its part to release the hidden comedian in every engineer with a video ad series that depicts "dedicated" Indium employees putting themselves through actual surface-mount technology equipment. The

company said it developed the ads in the quest for better process understanding, but also for the fun of it. The first video (www.indium.com/videos/ads) shows a wave-solder evaluation in progress -- with the evaluator as the "victim." Rick Short, Indium’s marketing and communications director (who also portrays the character of an Indium engineer in this video), said, "I've worked at Indium for 22 years surrounded by coworkers and customers who are engineers, and I'm here to tell you that they are funnier than heck. A little extra fun sure doesn't hurt. We are continually seeking fresh new ways to deliver our message. The industry has exhausted the novelty of traditional print advertising, direct mail, brochures and exhibits. It seems to be the perfect time to combine humor with video and to tie it all together with a simple, concise message.” A new ad will be released every few weeks. An audio interview with Short about the series is available at: www.pcb007.com/radio/preview.htm