Hitachi Canada begins television campaign
By Adnews Staff
Consumer electronics maker Hitachi Canada has released a new television campaign, the company's first in five years, for its plasma television sets. The 30-second commercial, created by Publicis Canada of Toronto, was shot in high-definition. The ad, called "Seconds," began a three-week run on Dec. 5. It will run for another week preceding the Super Bowl broadcast to coincide with Hitachi's NFL sponsorship. "Given Hitachi is an innovation leader and we're advertising a high-definition TV with the most perfect picture possible, we wanted to demonstrate the quality difference in a way that would turn heads," said Duncan Bruce, executive creative director at Publicis Canada. "How do we show how great our picture is, on someone else's TV set? We incorporated the fact that the audience is likely viewing the spot on an old TV that they'd like to upgrade. It's a departure from most creative in the category." Media buying for the campaign was handled by ZenithOptimedia.