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.