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.