JVC will kick off a national $20 million advertising campaign this month that the company said unifies its branding and product effort around the celebrity-driven approach of its current branding program.
The new campaign, comprised of print, radio and Internet elements, brings a unified creative approach to all JVC product and branding ads. "This year's campaign is an evolution of the branding effort we launched last fall," said Karl Bearnarth, marketing VP of JVC Company of America. Last year's campaign was budgeted at $15 million.
New additions to the JVC celebrity roster are singer/songwriter Liz Phair and National Hockey League Hall of Famer Wayne Gretzky. Other featured celebrities include award-winning filmmaker Jerry Bruckheimer of "Pirates of the Caribbean: The Curse of the Black Pearl" fame, actress Donna D'Errico and rock bands Nickelback and Tantric.