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Sony to ‘Tumble’ into Latest Ad Campaign - TvTechnology

Sony to ‘Tumble’ into Latest Ad Campaign

Sony said its Face Detection software in the Handycam camcorder (model HDR-SR11) better controls focus, exposure and color to make skin tones look natural, while its Live-View technology lets users see what they’re shooting through the view finder and the LCD screen.
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As the NAB Show drew to a close on April 17 in Las Vegas, Sony Electronics announced plans the same day in San Diego for a new integrated marketing campaign for U.S. consumption where its newest line of digital SLR cameras, Handycam camcorders and Cyber shot point-and-shoot cameras will be seen “tumbling” from a digitally enhanced mountaintop.

The campaign is a continuation of Sony’s “HDNA” campaign that began in the fall of 2007 (with the idea that HD is an integral part of Sony’s DNA, as it were). The newest campaign will target the firm’s Smile-Shutter technology in the Cyber-shot digital still camera (model DSC-W170)—which was designed to help capture people in photos as they smile (rather than a split-second later when it’s often too late).

Sony said its Face Detection software in the Handycam camcorder (model HDR-SR11) better controls focus, exposure and color to make skin tones look natural, while its Live-View technology lets users see what they’re shooting through the view finder and the LCD screen.

The campaign, which began on April 22, is being run by ad agency 180 Los Angeles and will include newspapers, magazines, television, radio, online, in-store and out-of-home platforms—with the most visible kickoff coming in its 60-second “tumble” spot to air during primetime on all the major broadcast networks and nearly a dozen HD cable channels.