Panasonic Starts Family Ad Effort
By Joseph Palenchar -- TWICE, 10/2/2007
Secaucus, N.J. — Panasonic has launched a new advertising campaign — called Bring Back Family Time — that offers a comedic look at family life, as an element of its integrated Living In High Definition program.
The campaign made its debut over the weekend on ABC and in USA Today. The spots depict a family’s inability to connect due to their hectic schedules.
The Bring Back Family Time advertising campaign is part of Panasonic’s integrated Living In High Definition program, which includes a nationwide multi-truck tour offering interested consumers hands-on experience with Panasonic’s suite of high-definition products.
Also offered in the effort is an experiential program, in association with researchers from the Center for Urban Research and Policy at Columbia University that will document how high-definition technologies can enrich the lifestyles.
As part of the program, as many as 30 families will be awarded a $20,000 suite of high-definition products including plasma HDTVs, Blu-ray Disc players, HD camcorders, digital still cameras and other products and services.
As for the recent ad component, Panasonic will try to “Bring Back Family Time” within the current American lifestyle by demonstrating how families can utilize Panasonic’s line of high-definition products together, the company said.
The campaign focuses its print and online advertising spots on getting families to commit to spending quality time with each other.
Throughout the month of October, two 30-second spots, entitled Over-Scheduled and Introductions, will air during two primetime Sunday night programs on ABC Network — “America’s Funniest Home Videos” and “Extreme Makeover: Home Edition.”
The Sunday night ads run in key markets and will be promoted on-air as Panasonic Family Night on ABC.
Additionally, the campaign includes insertion ads in USA Today and online ads on Web sites including Disney.com, CNET.com and Parents.com.
Consumers can learn more about the Living In High Definition program and enter for a chance to be one of the 30 families to participate by visiting www.LivingInHD.com.
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