By emphasizing that CES is not just about gadgets but business as well, the "Sphere of Influence" campaign reinforced the message that now, more than ever, CES is the must-attend event for anyone in the consumer electronics (CE) industry. The settings, the mix of business people and consumers, the various cityscapes and the range of products represented made this campaign truly inclusive on every level. The visuals demonstrated how the industry is viewed at every level and from every angle. They invited the viewer to explore all the many places and ways innovation manifests at CES, and emphasized that the influence of CES reaches across industries, categories and demographics.