Panasonic to back energy-saving bulb with magazine ads

Panasonic is advertising its energy-saving light bulbs in the consumer press.

Panasonic is advertising its energy-saving light bulbs in the

consumer press.



The campaign, which was created by Grange Advertising & Marketing

Communications, focuses on the appearance of the product, which is

thought to be the main obstacle to purchase.



One ad shows the light bulb wearing a humorous set of eyebrowed

spectacles, a moustache and ears together with the message: ’Well, you

expect energy-saving bulbs to look ridiculous.’



The campaign’s art director, Mark Lane, explained: ’The usual

fluorescent-bulb-with-two-prongs energy savers are unattractive, and

Panasonic has come up with a more attractive product - so we’re turning

the idea on its head and saying: ’We have to dress up our bulb to look

ugly.’’



Lane worked with his copywriting partner, Nick Primmer, and the

photographer, Phil Surbey, on the campaign, which breaks in newspaper

supplements this weekend. It will run until Christmas. Media planning

and buying is through Grange.



Two other ads on the same theme are planned for the new year, running in

the trade and then consumer press, backed by a total spend of more than

pounds 1 million.



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