SONY SPOTLIGHTS ITS CUTTING EDGE WITHOUT TECH TALK: PRINT IS VEHICLE CARRYING $15 MIL CAMPAIGN FOR ELECTRONICS LINE

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Sony Electronics is emphasizing its high-tech expertise in a low-tech medium-print-with a new $10 million to $15 million campaign that blends nostalgia with a glimpse of the future.

The ads from Lowe & Partners/SMS, New York, break today and feature b&w photographs with copy connecting the past and the future. One spread shows a close-up of two boys and reads: "Their grandfathers fought over toy trucks. Their fathers fought over electric trains. They fight over the remote. What will their kids fight over?"

CAPTURING EMOTION

"We really wanted to find shots that captured the emotion," said Gary Goldsmith, Lowe exec VP-deputy creative director/art director. "The idea was to . . . really go in the opposite direction and not talk about technology but bring the human aspect into it."

"We raise the question of what is next, but we immediately pay it off," said Sony Electronics Senior VP-Marketing Services Patrick Flaherty.

On a third page following the spread featured a cutting-edge Sony product. This third page will be continually updated with new products, including items such as Sony's WebTV Internet Terminal.

Sony is the largest consumer electronics company in U.S. sales and market share, and parent Sony Corp. ranks No. 2 worldwide behind Matsushita.

The campaign will run through 1997. Mr. Flaherty said Sony may consider using TV spots in conjunction with the print ads.

The campaign is intended to reach opinion leaders, said Mr. Flaherty, who added that the media plan focuses on "technology-advanced families."

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