Launching this evening, the work from ad agency Brave is a 30-second TV ad showing a boy called Daniel choosing a pebble to save in his box of treasures, alongside a toy dinosaur, Uno cards and a photo of his parents.
When Daniel sits in front of the TV, it recognises him and enables his personal home screen with his favourite channels, such as a dinosaur cartoon and Uno game.
Daniel will also feature in the print, digital and in-store elements of the campaign, called 'Everything You Love In One Place'. Media planning and buying is by Vizeum.
At Brave, the creative director is Colin Jones and Rob Butcher art-directed the campaign. Jörn Threlfall from Outsider directed the TV spot, with post-production by Big Buoy.
The campaign breaks during the Chelsea versus Basel game in the Europa League on ITV tonight and will run in Europe, the Middle East and Africa. Additional markets will be introduced later in the year.
From 15 May, the campaign will be extended through messaging on YouTube, Facebook and Twitter. A Facebook app will create a home screen for users based on their answers to a range of questions.
Merlin Wulf, general manager European brand strategy group, Panasonic, said: "With this campaign, and by communicating a real emotional benefit, we manage to differentiate ourselves in a highly competitive marketplace where smart TVs are increasingly becoming a commodity."