Secaucus, N.J. – As part of its multi-million dollar consumer advertising campaign, Panasonic has launched its latest ads featuring author/illustrator Todd Parr, music producer Russell Simmons, multimedia artist, William Wegman, along with the “Ideas For Life” theme.
Panasonic describes the new ads as presenting “some fresh, new ‘ideas’ in the form of innovative products that are designed to make peoples’ lives simpler, more enjoyable and more productive.”
To help tell the story, Panasonic is working with a variety of talented, dedicated professionals who each have a particular passion that reflects the primary attribute of a Panasonic product. Todd Parr, noted children’s book author and illustrator who is known for bold and daring use of color, helps demonstrate the impressive color reproduction of Panasonic’s ultra-compact 3CCD camcorder.
In another spot, Russell Simmons, widely considered the “Godfather of Hip-Hop,” uses his Panasonic D-snap 4-in-1 A/V multi-cam throughout the day to record video, take print-quality digital photos, make voice recordings and play MP3 music files.
A third commercial features the work of William Wegman, known for his photos and videos of posed and costumed Weimaraner dogs. Wegman is shown using the Panasonic DIGA DVD Recorder to save all his favorite photos, videos and TV shows on durable, shareable DVD discs.
The spots also feature the narration of actor Christian Slater, who reprises his role as the voice of Panasonic. The spots, created by Buzz Grey, a division of Grey Worldwide, are intended to showcase a variety of breakthrough ideas from Panasonic, and how they fit into the everyday lives of their customers.
“This new ad campaign reiterates our long-term focus on communicating the strength of the Panasonic brand across its incredible range of innovative, life-enhancing products,” said Gene Kelsey, Panasonic’s Brand Strategy Group VP. “Each spot demonstrates how a particular Panasonic product has become integral to the lives of these fascinating people whose lifestyles embody passion, spontaneity, imagination and challenge.”
The new spots began running the week of May 10. The commercials will appear on targeted cable networks including A&E, MTV, VH1, The History Channel, E!, Comedy Central, Spike, FX, TBS, TNT, USA Network, ESPN, The Food Network, Style and Turner Sports, and will run in 12 major spot-TV markets: New York, Los Angeles, San Francisco, Atlanta, Boston, Chicago, Denver, Detroit, Dallas, Minneapolis, Philadelphia and Seattle. The spots will run during sports, prime time, late night and news programming, in top-rated shows and specials.
Varying by market, highlights include the finale of American Idol, Everybody Loves Raymond, That 70’s Show, Alias, the Belmont Stakes, Tony Awards, Country Music Awards, and Motown Anniversary Special.
In the summer, a fourth spot will join the rotation. It will feature the company’s breathtaking new 50″ Plasma HDTV, the flagship of their high-end Viera line. In this spot, a movie model maker whose passion is intricate detail, is the perfect person to appreciate the remarkable detail of this hang-on-the-wall TV. The model-maker, Mervin Loynes, is the senior model-maker at London’s famed Pinewood Studios. He has built astoundingly realistic miniatures for the motion picture industry for more than 30 years.
