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Citron Haligman Bedecarrƒ will launch Sony’s thin new notebook computer this month with help from Godzilla, the megasized star of Sony Pictures’ would-be summer blockbuster.
The estimated $6-10 million TV, video, print and outdoor campaign, breaking June 15, is the agency’s first work for the San Jose, Calif.-based Sony Information Technologies unit since landing the assignment without a review earlier this year.
Ramping up to a July 24 product launch, some of Citron’s ads juxtapose the movie monster with the diminutive Vaio 505G laptop personal computer, which weighs less than three pounds, is less than an inch thick and is expected to retail for about $2,000.
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