Panasonic Aims To 'Bring Back Family Time'
Panasonic launched a new advertising campaign - "Bring Back Family Time." The campaign, which debuted this weekend on ABC Network and in USA Today, reveals the state of today's family time in a comedic but insightful way by depicting a family's inability to connect because hectic schedules get in the way.
The "Bring Back Family Time" advertising campaign is part of Panasonic's integrated Living In High Definition program. The program also includes a nationwide multi-truck tour that is bringing consumers a hands-on experience with Panasonic's suite of High Definition products, and an experiential program, in association with researchers from the Center for Urban Research and Policy at Columbia University, that will explore and document how High Definition technologies can enrich the American lifestyle. As part of the program, as many as 30 families will be awarded a $20,000 suite of High Definition products including Plasma HDTVs, Blu-ray Players, HD Camcorders, Digital Still Cameras and other products and services.
At the heart of the program, Panasonic aims to "Bring Back Family Time" within the current American lifestyle by demonstrating how families can utilize Panasonic's suite of High Definition products to enrich their lives and bring family members back together. "Panasonic recently commissioned a Harris Interactive survey that found 98 percent of parents with children under 18 in the home say that it is important for families to spend quality time together," said Debra Bass, Panasonic Consumer Electronics Company's Vice President of Consumer Marketing. "Sadly, only 52 percent think they spend enough quality time with their families but 63 percent of parents said they would spend more money on technology if it helped increase family time."
"Through our Bring Back Family Time campaign, our goal is to challenge consumers in a way that gets them to consider the amazing High Definition technology that they can use to create special family times that they can enjoy together," added Ms. Bass.
The campaign focuses its print and online advertising spots on getting families to commit to spending quality time with each other. Throughout the month of October, two 30-second spots entitled "Over-Scheduled" and "Introductions" will air during two primetime Sunday night programs on ABC Network - America's Funniest Home Videos and Extreme Makeover: Home Edition. The Sunday night ads run in key markets and will be promoted on-air as "Panasonic Family Night on ABC." The humorous spots focus on fictional families that spend little to no time together - one which was so disconnected that they needed to introduce themselves to each other as if it were their first time meeting.
Additionally, the Bring Back Family Time campaign includes insertion ads in USA Today and online ads on web sites including Disney.com, CNET.com and Parents.com. The print and online creative communicates ideas for families to get together and how to use Panasonic HD products to create quality family moments.
According to Richard Kirshenbaum, co-chairman of Kirshenbaum Bond + Partners, the agency that developed the new campaign, "family time taps an important cultural zeitgeist; families more than ever need quality time together. Our research shows that Panasonic's HD technologies can play an important role in creating family time that's fun, interactive, and fits with the way families live their lives today."
The team behind the new spots includes Director Alison Maclean, and Creative Directors Joseph Mazzaferro and Gail Barlow from Kirshenbaum Bond + Partners.