McKinney Works to Liberate Sony’s Muse

ATLANTA McKinney this week launched a new campaign for Sony Electronics’ digital cameras with a 30-second television spot and a pair of print ads tagged “Live expressively.”

The campaign touts the cameras’ anti-blur technology.

The TV spot depicts an office worker showing a colleague the camera as a muse floats around the room. When the co-worker marvels at the clarity of the pictures, the worker says, “It’s got this no shaky thing. It’s really unleashed my muse.”

The ad was filmed in the offices of the Long Beach Press Telegram in Long Beach, Calif. David Baldwin was executive creative director, Mitch Bennett was senior copywriter and Wes Whitener served as senior art director. Simon McQuoid directed.

The full-page print ads feature two models of Sony’s Cyber-shot line of cameras and promote their ability to eliminate blur and capture images in low light.

The broadcast work is running nationally on network and cable stations. The print is being placed in the May issues of national lifestyle magazines.

Spending on the campaign was not disclosed. Sony Electronics spent $145 million in measured media last year, according to Nielsen Monitor-Plus.

This is the third campaign McKinney, a Havas-owned shop in Durham, N.C., has produced for the client since winning the account last summer. The initial effort was unveiled in January and featured Sony’s 50-inch high-definition TV sets. Those ads ran during National Football League playoff games.