Sony Bows Major HD Push

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NEW YORK Sony Electronics seeks to own the high-definition space, right down to the DNA level, in a $100 million integrated campaign from 180 in Los Angeles.

The “HDNA” campaign launched on Saturday with newspaper, interactive and out-of-home elements. In September, three spots—one national and two local commercials that dealers can customize—will debut, along with efforts in Entertainment Weekly and Rolling Stone.

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