Epson launches a Europe-wide advertising offensive

Epson is beginning its product relaunch offensive across Europe, with a campaign promoting its new PictureMate printer.

The ads, created by Burkitt DDB, are the first work from the agency since it won the account in March.

The PictureMate, a household printer that allows users to instantly print out their digital photographs, is aimed at women with young children.

Epson is hoping that it will be a must-have item this Christmas.

In a TV ad, we see a mother in her living room, distracted by the sound of a voice pleading with her to: "Let me out." After a search for the source of the voice, she discovers that it is coming from her digital camera, which is shut away in a drawer.

As she scrolls through the photographs, the people captured in them talk to her, telling her they want to be released. The mother is then shown using her printer to develop the photos. The ad ends with a product shot and the line: "Free your photos."

Media planning and buying through Carat will see the TV campaign breaking in the UK on 20 September and running until Christmas. It uses a combination of ten-, 20- and 30-second spots on national and satellite channels. These will be supported by national 48-sheet posters and spreads in national newspapers and women's lifestyle magazines including She, Elle and Red.

The campaign will be rolled out across Europe and is due to run in 27 countries.

It was art directed by Chris Owens and written by Phil Webb. The ad was directed by Barney Cokeliss through Godman.

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