#NEW YORK TIMES PHOTODESK CONTACT WINDOWS#The campaign will also be highlighted at 39 Sony Style stores across the country, which will feature live, interactive face detection technology displays, continuous loops of the television spots in high definition, and store windows showcasing the campaign. The additional radio, print, out-of-home and point-of-sale materials reinforce the same themes of what happens when technology fails you and the importance of capturing life's special moments correctly the first time around. The scenario reinforces the point that had they used a Sony camcorder 20 years ago, they would not need to put their now grown up son in such an awkward position today. #NEW YORK TIMES PHOTODESK CONTACT TV#In the TV spot, a couple sweetly enjoys a shared yet awkward moment bathing their adult son in a kitchen sink. The third spot for a high-definition Handycam model also uses humor to bring home the fact that you can't re-live life's special memories, so you should be sure to capture those moments right, the first time. It's a humorous way to illustrate that when photographing people Sony's face detection technology dramatically reduces the chances of taking a failed photo. The first two TV spots for Cyber-shot cameras bring to life situations where a strange object - in this case a horse's behind and a stop sign - have replaced a loved one in order to illustrate what happens if you don't have a camera with "face detection" technology. Three 30-second television commercials highlight the special features of Cyber-shot digital cameras and Handycam HD camcorders by showcasing real-life moments where technology can sometimes fail. There will also be promotional tie-ins linked to Mother's Day and the upcoming Sony Pictures Entertainment movie, "Spider-Man 3." The campaign encompasses multiple consumer media outlets and platforms, including print, television, radio, online, in-store and out-of-home. The campaign, developed with BBDO New York, uses humor to show how Sony Cyber-shot® cameras and Handycam® high-definition camcorders help capture life's most precious moments. Sony Electronics today launched an integrated marketing campaign to support its digital imaging product line.
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