Panasonic is looking to promote its range of Smart Viera televisions with an integrated EMEA campaign create by Brave.
The first work for the brand by Brave since it won the global brief in January is themed around the line “Everything you love in one place”, with every element of the advertising featuring a little boy, Daniel, who likes to collect cherished items in a keepsake box.
Brave business director Stefan Kann explained: “The challenge with global advertising is creating work that stands out and resonates in different markets. By taking a very simple message and expressing it through the universally-recognised idea of a small child collecting precious things, we will cut through the technical clutter and get back to what television should be about – bringing people together and giving them something that is all about them rather than the technology.”
The campaign promotes the fact that users of the Smart Viera can create their own home screen of their favourite channels and content.
Merlin Wulf, Panasonic’s general manager for European brand strategy group, said: "With this campaign, and by communicating a real emotional benefit, we manage to differentiate ourselves in a highly competitive marketplace where smart TVs are increasingly becoming a commodity."
Breaking in the UK, the TV ad will then roll out across EMEA and will last for a month, as well as three months of print and digital advertising, in-store and social media.