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Saatchis launches Walkman ads.(Saatchi & Saatchi creates television ads for Sony)(Brief Article)(Statistical Data Included)
Sony is launching a TV campaign consisting of one-second executions featuring the iconic "Blythe" dolls to promote its Walkman brand.
Saatchi & Saatchi has created the series of ads with media strategy and execution by OMD UK. Each ad features a Blythe doll wearing a Walkman with the Sony strapline "go create". The work will run for a month on E4 from today (13 July) as part of a 750,000 [pounds sterling] three-month push.
Blythe was launched by Hasbro as a rival to Barbie in the 70s and has now become a cult collectable in the US, where dolls are sold for as much as $4,000.
One-second ads were suggested by OMD, as an innovative means of reaching the target audience of elusive, ultra-hip youth in the 16- to 34-year-old age group.
Toby Hack, the associate TV buying director at OMD, said: "Saatchis has produced compelling creative that deserved a radical solution to increase standout and add to ...
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