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ADVERTISING CAMPAIGNS

Editor’s Pick. Sony ‘World Cup’ advert

Agency: HS&P

Client: Sony

Relationship marketing experts HS&P and retail specialist agency Live and Breathe have been appointed to create this summer’s TV ad campaign for Sony UK.

The 60 second spot focuses on Sony’s trade-in promotion around the World Cup which will enable people to be able to trade in any old electronics product for a discount on a brand new Sony one.

The humorous ad features former England football managers Terry Venables, Graham Taylor and current England Under-21 Manager Stuart Pearce, ex-Scotland player Kenny Dalglish and Kelly Brook who plays their nurse.

Venables and Taylor play themselves as residents of Bisham Abbey retirement home, whilst Pearce plays the role of a mystery handy man. As Venables and Taylor settle down to watch England’s first World Cup game vs USA on an old TV in a 1970’s cabinet complete with an old VCR, Hi-Fi system and Polaroid camera, Pearce arrives to take the TV away, much to the annoyance of Venables and Taylor.

He then reveals a brand new entertainment system including a new Sony Bravia TV on which they can enjoy the game.  As Venables and Taylor happily settle back into their seats, Kenny Dalglish then bounds into the room chanting “USA USA” and plonks himself down right in front of the new Sony TV system.

The campaign also includes five 10 second ads, all of which feature the ex football stars with a different old product that can be traded in for a new Sony one.

As well as TV, HS&P have created a radio, CRM and in-store campaign to support Sony’s trade-in promotion.

The TVC will run until the June 11, 2010. The media planning and buying is being handled by OMD under Group Marketing Manager of Sony, Matt Coombe

AJR
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