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Hitachi Sets Nat’l. Ad Campaign

New York — Hitachi said it will promote its new plasma products this year with the company’s largest consumer advertising campaign.

The ad budget is said to exceed $20 million and more than doubles spending last year.

The campaign, called “the Power Unleashed,” will begin in mid-August and will conclude around the Super Bowl next February.

Hitachi is targeting national cable television programming, national consumer print publications and on key Web sites and portals. The cable portion will include on 30-second spot, which will run against high-profile sports and entertainment programs.

Hitachi has hired the Lambesis Agency to handle the creative element of the campaign, and Hakuhodo to handle media buys.

Ads will play up “the world’s highest resolution 42W-inch plasma model.”