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Sony Kicks Off Campaign Featuring Star Products And Celebs

Forbes CMO Network, Monday, April 26, 2010 10:50 AM

Sony's year-long, star-studded, $100-million-plus TV, print and digital ad campaign kicks off tonight on NBC, Fox and CW with a 30-second TV spot for its Cyber-shot DSC-TX7 digital camera starring country music star Taylor Swift, Laurie Burkitt reports.

The campaign will highlight Sony's prowess in making music and movies, as well as it status as an electronics devices behemoth. "We've had a long-standing history with innovation," says Steve Sommers, Sony Electronic's director of marketing, "and now it's time to call it out."

Each ad will feature a Sony-affiliated celebrity pitching a specific product, a new strategy to focus on it most promising devices. In recent years, Sony spent its nearly $5 billion global advertising budget on a wide variety of products.

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ad campaign, digital, electronics, music, print, strategy, tv

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