How to Master Marketing: Online and Offline Marketing Analysis

The Panasonic advertisement is shot in a dark room where two tennis players have been pitted against each other. The player on the opposite side tosses the ball and gets ready to serve. When he serves and releases the ball, the movement of the ball is captured in slow motion. The player on the other side jumps to receive the ball and his jump is also shot at a slow pace. The ball crosses the net and arrives at the other side when suddenly its original speed gets put on display. The player who is on the receiving end of the serve fails to connect and the ball passes by. He throws his hands up and expresses disgust. The player serves again and this time the ball travels towards the camera and seems as if it is about to come out of a television set. The player on the other side connects and a 3D image of the television set being promoted appears.

The advertisement finishes with the Japanese company Panasonic displaying the configuration of the television set it is promoting and a tagline is displayed in bold letters saying ‘everything matters’. Indeed, with new 600Hz televisions, as opposed to current models, like the Panasonic TX-L37G10 with only a 100Hz mode, everything will matter, because nothing will look blurry at all. Then the name Panasonic flashes with the subheading being ‘ideas for life’ and the company’s logo being flashed below that. The message that the company wishes to convey is about the visual quality that the Viera NeoPDP television set provides and the importance of each and every sequence that is visible. The total timing of the advertisement is 29 seconds.