Panasonic Puts Faces On Digital - Panasonic Co. hires Grey Advertising for its new ad campaign for digital products - Advertising - Advertorial

Brandweek,  Oct 26, 1998  by Tobi Elkin

Tags: advertisement, advertorial, Panasonic

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Aiming to position its cutting- edge digital products as accessible and lifestyle-enhancing, Panasonic will launch a nearly $20 million TV and print campaign next month via Grey, N.Y., its most aggressive effort to date touting digital offerings.

The Matsushita unit breaks three TV spots on Nov. 16 to support new High-Definition TVs (HDTV), digital camcorders and a portable DVD player, in a mix of prime time network and cable buys, and on the Hispanic outlet, Univision. While seeking to extend its image as the leading edge of next-generation digital products, the campaign, running through January, also tries to inject more humanity and realism.

The visually arresting HDTV spot, designed to drive people into retail to experience the product's life-like picture and crisp sound quality, is a closeup of a football player's face as seemingly distant sounds swirl around him. The camera focuses on sweat beads dripping from his brow to his eyelashes and then down his cheek until it cuts to an explosion of sound and viewers realize the player is on the sidelines thinking about the game. A voiceover says: "Details, details, details. High-definition is coming. Panasonic lets you experience it now."

The digital camcorder spot, filmed at Universal Studios' new Jurassic Park theme park in Hollywood, Calif., shows a family visiting and filming its experience with the dinosaurs. "We were trying to capture the human side of a high-tech story," said Bob Greenberg, vp-communications.

Matsushita, which holds a 20% stake in Universal, is plotting further promos and tie-ins for next year with the studio and park, Greenberg said.

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