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Sony Announces Imaging Ad Drive

San Diego — Sony said today that it had kicked off an ad campaign for its Cyber-shot and Handycam imaging products.

The drive will continue to use Sony’s HDNA theme and will highlight a variety of technologies — such as smile shutter, face detection and live view mode — appearing in Sony’s 2008 imaging line.

Starting next week, a 60-second commercial will appear on prime-time network and cable TV shows such as “Dancing with the Stars,” “Lost,” “The Office,” “Monk” and “Desperate Housewives,” among others. An interactive Sony Web site will include additional promotional material as well, the firm said.

Sony will place magazine spreads in a number of May issues, including Parenting, Entertainment Weekly, Martha Stewart and Shutterbug, among others, and will launch banner advertisements on a number of portal and other Web pages.

The promotional campaign will be supported with billboards and other outdoor advertising in Boston, Los Angeles, Minneapolis, New York, San Diego, San Francisco and Washington, as well as in Richmond, Va., Sony said.

The drive was developed in partnership with 180 Los Angeles, Sony’s advertising agency.