By Martin Vedris

SYDNEY: Sony Australia’s latest television commercial shows a family attempting to recreate their son’s first bath so they can capture it on film because they obviously missed it the first time — except their son is now an adult.

Sony Australia announced the humorous advertising is part of the company’s integrated marketing campaign for its high definition Hard Disk Drive Handycam camcorders

“This latest TVC is a comedic take on how those special moments in people’s lives cannot be recreated,” said Sony Australia’s head of strategy and brand development, Toby Barbour.

“This campaign extends on the concept we launched earlier in the year, that camcorders are one of the most powerful ways to capture and preserve many of life’s most important memories.”

The new Sony Handycam TVC was first televised on Sunday 21 October, and according to Sony it will run during a wide selection of shows over the next couple of weeks, including 20 to 1, National Bingo Night, The Wedge, CSI and The Simpsons.

The TVC is part of an integrated marketing campaign which also includes online and POS elements. Sony’s Handycam microsite has also been refreshed with advice on what type of camcorder to purchase and explains the many technologies that are inbuilt into the HD Hard Disk Drive Handycam range.

The point of sale promotion includes A2 posters, mini postcards, mini cubes and a mini z-fold expandable) brochure. In addition, 2,500 rubber ducks — the theme of the TVC — will be sent to stores nationwide to be used as a window prop.