SAN DIEGO, Sept. 8 CA-Sony-Electronics
SAN DIEGO, Sept. 8 /PRNewswire/ -- 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.
SOURCE Sony
