Social Media News Release
Panasonic turns to Hollywood
Client ContactWilson Solano
Agency ContactCristina Whittington / Owen Waters
Cristina.email@example.com / firstname.lastname@example.org
Social Network Video
Lumix TZ7 captures the unexpected
Panasonic is launching a new ad treatment for the Lumix DMC-TZ7 camera; the world’s first digital camera that records motion images in AVCHD Lite. Supporting in-store availability of the TZ7, the ad highlights both the still and ‘HD Lite’ modes, with the main character able to capture not just still but also video images at the quick flick of a switch.
The ad, which was filmed in New York City, focuses on a tourist photographing the Statue of Liberty from a boat on the Hudson River, using her Lumix DMC-TZ7. Two beatboxers start playing and the Statue of Liberty begins to dance to the rhythm. The tourist is able quickly to switch to HD video mode to ‘capture the unexpected’.
The motion capturing element of the creative involved a 3D model, supported internally by a secondary 3D statue, and a professional dancer who performed hip-hop moves with a flame and a book in her hands.
The two world-class beatboxers featured in the ad are Baba Israel and Kid Lucky; Kid will be one of the judges at the Beatbox Battle World Championship 2009, sponsored by Panasonic and taking place at the end of May
‘As the Lumix DMC-TZ7 is the perfect travel companion and the Statue of Liberty is such an iconic tourist attraction it made sense to combine the two, but lend a third dimension – that the camera enables you to capture the unexpected.’
‘What really worked was that we created an ad focused on delivering the key messages, benefits and proposition of the perfect travel companion. The whole story revolves around the Statue of Liberty and positions the device as the ultimate in travel devices, helping users to capture the unexpected. The ad perfectly highlights the ability to take high-res still images and switch quickly to HD video when required.’
Boilerplate StatementsAbout Panasonic
Panasonic Corporation is a worldwide leader in the development and manufacture of electronic products for a wide range of consumer, business, and industrial needs. Based in Osaka, Japan, the company recorded consolidated net sales of 9.07 trillion yen (US$90.7 billion) for the year ended March 31, 2008. The company's shares are listed on the Tokyo, Osaka, Nagoya and New York (NYSE Symbol: PC) stock exchanges.