SONY STORE RE-LAUNCHES TELEVISION CAMPAIGN
By Adnews Staff
Toronto-based Sony of Canada Ltd. is re-launching its "role reversal" television advertising campaign for the holiday season. The trio of one French and two English-language commercials originally launched in June for a five-week run. The campaign, from MacLaren McCann of Toronto, was the first work the agency had completed for its client since winning the account earlier in the year. The brand building spots promote The Sony Store, positioning it as a solution where people can go to learn about technology. All three spots feature situations where a "geek" is revered for his knowledge of technology while "heroes" are distressed by their lack there of. The re-launch of the campaign will see the French spot "Model" released in English Canada featuring English subtitles. In the spot, viewers see a physically attractive male model wailing over the loss of modeling jobs to the new heartthrobs, the "geeks." Blair Severn, national marketing manager, retail and e-commerce, Sony of Canada, explained the success of the spot in the French market lead to its release in English Canada as well. "It's still relatively rare to see a subtitles French ad on English-speaking broadcast media, and the ad is certainly one that will make people sit up and take notice," he said. The re-launched campaign is scheduled to run nationally until Dec. 17. Public relations for Sony is handled by Strategic/Ampersand of Toronto.