David Blecken
Jun 28, 2017

What's so funny in Panasonic's curious Olympic TVC?

Top sponsors should be able to do a little better than this.

As a worldwide Olympic partner, Panasonic has already produced some thoughtful Games-related content, including a full 26(!) online episodes featuring its ambassador, the popular Japanese TV personality Haruka Ayase, meeting various athletes and trying her hand at their sports.

So far, so good. But a TV spot now running for its 4K EL Viera TV isn’t quite on the same page. The TV looks nice and all, with sharp images of disabled athletes, skateboarders and surfers. But Haruka seems to be watching something different altogether. A sitcom? Outtakes where the athletes fall flat on their faces? It’s anyone’s guess as she laughs away to herself inanely and points at the screen like someone who's had one too many drinks.

In truth, the ham acting and dodgy editing probably won’t register with the average viewer. Assuming they don't, the spot is forgettable at best. In our humble opinion, if we were a big brand that had already spent a fortune on sponsorship, endorsement and TV space, we wouldn’t begrudge a little extra investment in the actual craft of our ads.

Campaign Japan

Related Articles

Just Published

13 hours ago

Should brands be charging for brand experiences?

Paid-for experiences can make an impact on people's perception and engagement.

13 hours ago

Unilever shareholder's attack on sustainability ...

Senior marketers argue 'purpose' and 'sustainability' will become 'stick to beat away poor performance'.

13 hours ago

IPG was top-performing global agency stock in 2021

Recovery from pandemic drove up share prices by double-digit percentages across the agency sector.

2 days ago

Stagwell brings Coconuts Media into its global ...

In a potential precursor to acquisition, the publisher will collaborate with Stagwell agencies on client pitches and media offerings across Asia-Pacific as part of its regional growth strategy.