The Leo Burnett Sydney campaign follows Panasonic's 'Turn your life on' creative execution. Burnett group account director, Peter Morris, said the 'on' theme was a way of relating to a variety of consumer segments.
"It's more of an emotive expression of where we're taking the brand," Morris said.
The new TVCs feature three different characters, Tough Guy, Miss Rainbow and Intergalactic Traveller, and are grouped under the tagline: 'There's a home theatre package for whatever turns you on at Panasonic.com.au'.
In 'Tough Guy', for example, a mullet-haired man gives the impression that he imagines himself to be akin to Bruce Lee - a character he has experienced through Panasonic Home Theatre.
