McCann cinema ad showcases quality of Panasonic Tau PB

Panasonic has returned to cinema screens after a five-year absence

for the launch of the Tau PB TV.

A new 30-second ad from McCann-Erickson breaks on 9 November aiming to

use the cinema's facilities to demonstrate the six channels of sound

available from the model.

The ad, which has no voiceover, opens with images of what appears to be

a waterfall, shot from several different angles, including below.

The equivalent sound effects, the noise of rushing water heard from

above and, eventually, from underwater, accompany the images.

Eventually, the camera pulls back to reveal the spout of a fast-running

tap, which is then turned off. As a final drip of water falls, the

camera draws back again to reveal that the shot is actually framed on a

Panasonic Tau PB. The endline: "To drown in sound, turn me on", then

appears on the screen.

The ad has been designed to run only in cinemas that have the facility

for Dolby Digital and dts sound - the decoding devices used by the Tau

PB. A print campaign will run alongside the cinema ad.

The ad was written and art directed by Rick Chant and Barney Hobson, and

directed by David Hay through The Clinic. Media planning and buying is

by Universal McCann.

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