Panasonic Touts TV Time for Families

NEW YORK Panasonic wants families to spend more time together by watching more television.

A new integrated campaign from MDC Partners’ Kirshenbaum Bond + Partners tries to convince people that it’s OK to watch more TV than they already do, as long as they do it together.

The campaign, which began on Sunday, consists of two TV spots, the Web site, print and an HD products tour that travels to electronics stores across the U.S.

In the 30-second spot “Introduction,” a mother, father, older brother and younger sister all introduce themselves to one another as if they’ve never met before. After the introductions, the family awkwardly pauses and looks at one another as a narrator says the words displayed on screen, “It’s time to bring back family time.” The family is shown watching a Panasonic TV. “Panasonic ideas for family. Panasonic ideas for life” is the tagline.

“Panasonic ideas for life” was introduced in 2002, when Grey held the account. This is the second campaign from Kirshenbaum for Panasonic. Kirshenbaum won the account last year in a review that included Havas’ Arnold and Omnicom’s Merkley + Partners.

Kirshenbaum’s first campaign, which came out last year, focused more on the merits of the product. One TV spot, with narration by actor Christian Slater, showed people looking at televisions from different angles.

“Panasonic has outstanding functional product equity, and we have the opportunity to increase the emotional connection with consumers,” said Debra Bass, vp, consumer marketing group, Panasonic Consumer Electronics, based in Secaucus, N.J. “This really taps into a nerve and the cultural zeitgeist that families are disconnected and technology is part of the problem and the solution.”

The new spot will be seen on ABC shows such as America’s Funniest Home Videos and Extreme Makeover: Home Edition. Panasonic is sponsoring the two-hour block of programming and it will be called “Panasonic Family Night.”

Spending on this campaign was undisclosed, though Bass did say the company would spend more on interactive and experiential advertising and less on traditional media such as television. Last year, the client spent $90 million in U.S. media, per Nielsen Monitor-Plus.

“Last year we invested more in TV and print while this year we’re steering more to the Web and our mobile tour, as well as TV,” said Bass. “Our category is so high involvement that it’s important we give the consumer a deeper insight into how the products can impact their world and provide a higher level of engagement.”