Creative Mystery

Introducing the latest in the line of personal electronics manufacturers trying to be trendy and mysterious in their advertising campaigns: Creative has announced that they will be... making an announcement.


Creative sent special press invitations to a September 17th media event. Just what will be unveiled is still up for speculation, especially among vocal Creative devotees, but it's a good bet that it'll center around their X-Fi technology. (For those who have lost track, X-Fi is short for Xtreme Fidelity.) With Creative, that doesn't narrow it down much. New headphones? New PMP? Speakers? iPod sound dock?

It's possible—but seems like a longshot—that Creative will be unveiling the much-rumored media player from the recently unearthed patents. Whatever the announcement will be, we hope that it lives up to the hype that Creative is trying to build. With the shadowy mystique of this teaser, Creative ought to be releasing the next iPhone killer and not just another sound card branded by Fatal1ty.

While we're at it, can we petition advertisers to stop using bad spelling as a catch-phrase? 'Are you hear yet?' Seems like they bit off a bit more than they could chew in trying to create a marketing campaign that's... well, creative.

Via Engadget