Tuesday, April 27, 2010
Great Advertising, Clever Ads: Taylor Swift Sony Cyber-shot DSC-TX7 "Fans" TV Commercial Ad
Sony Electronics has teamed up with four-time GRAMMY award-winning singer/songwriter Taylor Swift to promote its latest Cyber-shot® digital cameras in an integrated marketing campaign that puts the spotlight on the company’s latest innovations.
The ads with Swift zero in on the sleek and powerful Cyber-shot DSC-TX7 digital still camera and its intelligent iSweep Panorama feature that captures ultra-wide panoramic shots in one easy “press and sweep” motion; a technology innovation currently only available by Sony.
Primetime advertising spots featuring Swift discovering that she can capture the breadth of her audience with the new TX7 camera will start airing today on NBC, FOX and CW, accompanied by digital and print ads carried out through June. Sony will also spread the word about the new digital camera commercial through social networks.
“My fans are on the cutting edge, and I’m very interested in the newest and best technologies out there,” said Swift. “I’m super excited to be working with Sony and using the TX7 camera. The iSweep panorama mode is amazing.”
“This campaign with Swift and the TX7 camera is the start of a year-long campaign designed to demonstrate the quality, innovation, style and design that only Sony-branded products stand for,” said Stuart Redsun, Sony Electronics’ senior vice president, corporate marketing. “Sony is the only electronics company that creates entertainment and the only entertainment company that makes electronics. The ‘wow’ factor in our newest ad is clearly illustrated when Taylor puts the TX7 in action.”
“The campaign launches with Taylor Swift visiting Sony's Innovation Center to try out the new Cyber-shot,” noted Ari Weiss, Creative Director for 180 Los Angeles. “Throughout the year we’ll have different visitors drop in to experience the latest in Sony innovations. You may even see Justin Timberlake stop by.”
Campaign: 2010 Sony HQ
Agency: 180 Los Angeles
Executive Creative Director: William Gelner
Creative Directors: Ari Weiss & Gavin Lester
Copywriter: Kevin Doyle
Art Director: Chris Toland
Head of Production/Managing Partner: Peter Cline
Executive Producer: Colleen Wellman
Producer: Bé Garrett
Group Account Director: Kelli Stam
Account Director: Michele Tebbe
Planner: Sebastian Gunnewig
Production Co.: Smuggler
Director: Guy Shelmerdine
Great Advertising, Clever Ads