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Sony Gets Top Sports Celebs To Tout HDNA

9/15/2008 02:00:00 AM Eastern

Sony Electronics has launched an integrated marketing effort in the United States for its new Bravia LCD lineup with top sports stars.

Sony's roster features NASCAR's Dale Earnhardt, Jr., NFL MVP quarterback Peyton Manning, CBS sportscaster James Brown and the Famous San Diego Chicken.

The ad program started Sept. 7 with a 30-second commercial during Sunday NFL games on CBS and DirecTV Sunday Ticket. The spot will run through the NFL Playoffs. Additionally, an exclusive 20-second vignette about Sony's HDNA, featuring broadcaster James Brown will appear every Sunday on "NFL Today."

The ad budget for the program was not disclosed.

A retail version of the ad will feature a tailored version of "Panel" for local market dealers, including American, Bill Smith, Boscov's, Brandsmart, Conn's, hhgregg, 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.

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?"