By Matthew Henry
SYDNEY: Sony will launch its new high definition Handycam television commercial nationally over the Easter long weekend which has been created in partnership with the company’s new creative agency, Saatchi & Saatchi.
Called ‘Kiss’, the new TVC will go to air this Sunday and will spearhead a wider promotional campaign for the company’s new HD Handycam range, which was recently expanded with four new models.
The TVC was directed by Garth Davis of Exit Films and revolves around the idea of preserving memories as clear as the day they happened.
In the commercial, which Sony describes as highly emotive and fresh, a young couple embrace in a kiss, and as the camera pans around the woman gradually ages. However, her memory of the kiss remains as clear and special as the day it was captured.
“We have taken the rational concept of amazing picture quality to an emotional level and developed an idea that links the HD Handycam product truth to a real human dilemma – how do you keep your memories as sharp as the day they happened? This is a truly exciting campaign for Sony, one that stays true to what consumers should expect from us,” said Sony Australia group manager – corporate marketing communications, Tim Rich.
The Kiss television campaign will consist of national and regional free-to-air and Foxtel media schedule running throughout April and May, as well as sponsorship of the upcoming Fox 8 filmmaking reality series ‘On the Lot’.
Kiss will also be promoted online with banners appearing across News Digital, Fairfax Digital and Yahoo!7 sites.
Retailers will also have access to an extensive collection of POP material, including counter card stands and leaflets, mini cubes, postcards and posters.