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Panasonic New Campaign for the 100th Anniversary 120-second Commercial Also Airing
Panasonic launched its new "Creative!" campaign on August 24th, ahead of its 100th anniversary in March 2018. With the campaign concept "Let's create the next 100 years," a special website ( http://panasonic.jp/creative/ ) was unveiled. Starting the 25th, a 120-second TV commercial featuring promotional characters Haruka Ayase, Hidetoshi Nishijima, Kenichi Endo, Kaoru Okunuki, Kiko Mizuhara, Ren Komai, and company employees will air. The campaign will also be rolled out across various media, including newspapers and magazines.
The campaign's "Creative!" message embodies both "gratitude for the past 100 years" and "determination to shape the next 100 years." It declares the company's pride in its ongoing challenge to create appliances that adapt to changing lifestyles alongside the times, and its commitment to continue making appliances that "add a little creativity to everyday life."
The 120-second "MONO･GATARI" (Things Tell Stories) edition was filmed on a stage displaying approximately 350 types of home appliances, including products from the time of the company's founding and products released to commemorate its 100th anniversary. Six advertising characters, American singer-songwriter Andrew McMahon, who sings the campaign song, and company employees appear in the commercial, expressing the company's history and future.
The scene gathering old and new home appliances together is inspired by a 1964 photo of founder Konosuke Matsushita surrounded by home appliances in the American magazine LIFE, and is one of the scenes symbolizing the campaign.
In addition, the scene where an apple is peeled with a knife to reveal a glowing light bulb inside was created as an homage to the 1982 National Electric Light Bulb "Light Menu" commercial, which won numerous awards, including at the Cannes Lions International Festival of Creativity. Other scenes based on past commercials and quotes from Mr. Matsushita are scattered throughout the commercial.
On the special website, you can watch the "KOTO ZUKURI" edition, featuring a 120-second commercial and six promotional characters who realistically portray the relationship between home appliances and people. In addition, all 18 episodes of the special movie "Creative! Story," in which the characters and employees involved in the 100th anniversary products share their thoughts, will be released sequentially. In addition, footage of a special live performance by McMahon, who participated in the commercial shoot, will also be released.
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