Peyton Manning, Justin Timberlake Team For Sony Ad Campaign
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Manning, Andrews, Timberlake (l to r) Starring
In Sony Campaign Debuting In September |
Sony today introduced its new integrated marketing campaign featuring Colts QB Peyton Manning, entertainer Justin Timberlake and ESPN's Erin Andrews, among other celebrities. Sony will officially launch the campaign, via 180, L.A., in September, and the effort will include TV spots and online, radio and newspaper ads (Sony). In N.Y., Stuart Elliott reports Manning and Timberlake are "being paired as a comic duo" in the campaign, which carries an estimated budget of $70-80M. The effort also will include "online video clips and banner ads, materials in stores and content on the Sony retail Web site." Manning and Timberlake are to be "teamed up in the television commercials that are part of the campaign," which will run through early next year. The spots "all depict shoppers in stores asking panels of Sony experts questions about product features and choices." Some replies are "serious, others silly." Timberlake is "on hand to extol the virtues of Sony products for entertainment purposes, among them TV sets, Vaio notebook computers and cameras." Manning "returns to promote Bravia high-definition TV sets" and will be joined by Andrews in the spots. While the ads take a "light-hearted tack, the rationale behind it is no laughing matter: to stimulate demand during the worst recession in decades for products like camcorders, digital books, TV sets, Blu-ray disc players, notebook computers and cameras." Among the categories in which "consumers spent less money last month" was electronics. Sony Senior VP/Corporate Marketing Stuart Redsun said that is why Sony "decided to expand a campaign from last fall" (N.Y. TIMES, 8/18).
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