Sony Electronics launched an integrated marketing effort in the U.S. where its new BRAVIA(R) flat-panel LCD high-definition televisions share the spotlight with legendary sports figures. The star-studded roster features NASCAR favorite Dale Earnhardt, Jr., MVP quarterback Peyton Manning, CBS sportscaster James Brown and the Famous San Diego Chicken. To continue Sony’s focus on HDNA (the notion of high definition being a key part of the company’s DNA), the so-called “Panel” ad centers on how HD technology and knowledge is shared across various product categories – from professional Sony cameras used on the field to consumer televisions enjoyed at home. The sports icons in “Panel” are seen discussing the ultimate viewing experience found on a Sony BRAVIA HDTV set in a press conference setting. Rounding out the notable cast is a professional cameraman using Sony equipment to emphasize a key message: “If it’s shot on a Sony, shouldn’t you watch it on a Sony?”
“Given Sony’s broad product lineup, we continue to be the leader in high definition,” said Stuart Redsun, Sony Electronics’ senior vice president, corporate marketing. “And with our long history shooting sports in HD, only Sony can deliver the picture consumers want at game time.”
According to Redsun, Sony’s latest marketing effort was inspired by passionate sports fans who seek the stadium experience in their home. With this in mind, the spot was developed with the support of the advertising agency 180 Los Angeles.
“Sony has great relationships with Peyton Manning and Dale Earnhardt, Jr.,” said William Gelner, executive creative director for 180LA. “It made sense to bring them in — along with other sports greats — to demonstrate the benefits of Sony HD.”
Starting Sept. 7, the 30-second commercial appeared during Sunday NFL games on CBS and DirecTV Sunday Ticket. The spot will run through the Playoffs. Additionally, an exclusive 20-second vignette about Sony’s HDNA featuring broadcaster James Brown will appear every Sunday on “NFL Today.” A special retail execution will feature a tailored version of “Panel” for local market dealers, including American, Bill Smith, Boscov’s, Brandsmart, Conn’s, hh gregg, Jetson, Nebraska Furniture Mart and PC Richard & Son. Spots will run in-store on Sony BRAVIA HDNA retail displays. They will also appear on major network affiliates around the country.
