Sony Electronics launched its largest integrated marketing campaign in the U.S., focusing on its high-definition DNA known as "HDNA." The campaign, which breaks in September, features Super Bowl MVP
Peyton Manning of the Indianapolis Colts and NASCAR's Dale Earnhardt, Jr. An "HDNA" logo appears at the center of all communications surrounded by graphic molecules that symbolize DNA strands and HD
knowledge transfer. The ad copy includes the line "High Definition. It's in our DNA." It was developed by advertising agency 180 Los Angeles.