Sony is pushing its Stamina range of batteries and camcorders over
Christmas with a major advertising campaign by BMP DDB.
A series of tube ads singles out famous song lyrics and cuts them short
when the listener’s (non-Stamina) Walkman batteries run out.
In one, a David Bowie fan stares out of the window on a long train ride
as he listens to ’Ch-ch-ch-ch ... change at Didcot where a special bus
service will be operating’.
The tube campaign consists of seven different executions and around
16,000 tube card panels, all carrying the endline: ’Stamina extra life
No sudden jolts back to reality.’ The ads were written by Andy McLeod
and art directed by Richard Flintham.
A national TV campaign uses three commercials to illustrate the downside
of failing to choose a Sony Stamina Camcorder. In one, proud parents are
filming a little boy as he plucks up the courage to dive off the top
board at a swimming pool. Just as the child makes to leap, the camcorder
battery runs out and the moment is missed.
Two other scenarios show a girl visiting Santa, and two mischievous
employees shaking up beer cans as they lie in wait to catch their
The TV ads were created by Jerry Hollens, Mike Boles and Dean Webb, and
directed by Steve Reeves of Brave and John McFarlane through Great Guns.