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| Author | Zoe Aresti |
Welcome back to DCM’s Creative of the Month for June – as the weather hots up, so has the range and quality of creatives being showcased on the big screen.
Adverts onscreen this month have ranged from the visually striking, such as Volvo, to the hilarious 3 Mobile ‘When Stuff Sucks’ piece, as well as the impactful and emotional work by Vision Express.
However, this month’s accolade goes to Panasonic’s Viera 4K ‘Mastering Light’ advert.
The campaign was Panasonic’s first foray into cinema in four years, and was a perfect fit for cinema for numerous reasons. The Viera 4K delivers four times as much resolution as full HD TVs, so the colours look far more natural, detailed and textured, and ultimately deliver picture quality true to the original director’s vision; a long term guiding principle for both Panasonic and cinema.
The ad features a rising star from the upcoming Star Wars: The Force Awakens along with a voiceover from Peter Serafinowicz, who has starred in Guardians of the Galaxy, Shaun of the Dead, Spy and Summer blockbuster Jurassic World.
Panasonic’s Advertising and Partnerships Manager, David Bonney, knows that showcasing the creative in cinema allows the brand to efficiently reach and further affiliate itself with its target demographic – ‘it brings us closer to one of our audience’s big passion points; cinema and film’.
Thus, with such beautiful imagery in their latest creative, cinema was the perfect platform to show just how much justice the 4K can do for pictures of any kind.
Panasonic chose to run for eight weeks accessing blockbusters such as Mad Max: Fury Road, Jurassic World (this year's biggest film to date) and the highly anticipated Mission: Impossible Rogue Nation.
A combined ABC1 profile of 68% across such titles provided Panasonic with the opportunity to efficiently reach its tech savvy audience with disposable income.
In addition to its strong film access, the brand up-weighted the campaign in key locations based on product availability. Alongside minimising wastage, this ensured that Panasonic was one step ahead of its competitors who have all been strong advocates of cinema during this record-breaking year.