Sony tries emotion for holiday spots

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[London] In an effort to change the company's image of purveyor of products laden with technical features in time for the crucial holiday shopping season, Sony Europe broke an engaging print and poster campaign for the Sony Handycam illustrating a key dilemma for camcorder users: Do you film a memorable moment or put the camera down and get involved? The ads by Publicis Groupe's Fallon, London, use the "You make it a Sony" theme to create warmer feelings toward the brand. The dilemmas are familiar to many consumers. Should they rescue a sleeping girlfriend from the incoming tide? Clean up a son's dripping ice-cream cone? Steady a novice ice-skater? Or capture the moment forever with a Sony camcorder? "We wanted an emotional hook," said Fallon Account Director Toby Pschorr, "and we wanted to avoid bombarding consumers with product features."
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