This ad locates Philips as a pioneer in the launching of innovative products. It was Philips who created the DVD recorder while the others are still trying to copy. This banner sample this with a trick: the Internet surfer clicks 'on the banner' curious to know what the DVD recorder will go to copy. The ad surprises when opening a box of impression in the screen. The result printed matter strengthens: it does not have way to copy a Philips.