• by Aaron Baar , September 5, 2016

Element electronics is looking to play with the big boys this year, launching its first national television campaign showing off its 4K UHD Smart TVs. 

The effort, which began appearing over the weekend, features Heisman Trophy winner and Fox Sports analyst Matt Leinart, as the excitement of a college football game literally surrounds him in his home. In the spot, Leinart enters his home, and as soon as he throws his keys on an end table, a marching band appears and begins playing. The mayhem continues into other rooms as fans tailgate, and vendors sell food. Once Leinart sits down and turns on his TV, the premise “Bring the action home” appears on screen. 

“Sports enthusiasts and college football fans are big time consumers of electronics and more specifically televisions,” Mike O’Shaughnessy, CEO of Element Electronics, tells Marketing Daily. “They are always interested in bigger screens and better technology so it’s a fantastic match for our brand.”

The campaign will include online banners, giveaways and an on-air integration on Fox Sports, “Right Moves with Matt Leinart,” in which the sportscaster breaks down the best college football plays of the week.

“This was a great opportunity to partner with Fox Sports and college football to launch our brand to the right audience,” O’Shaughnessy says. “We love the personal touch of having a sports analyst at the desk promoting our brand while our spots are running during games on the same network.”

The effort will run through the Big 10 and Pac 12 championship games, with many prime time placements, leading into the holiday shopping season.