High-tech meets high-cut as Panasonic rebrands and embraces stubbies

Youtube VideoIt’s coming into winter and the Christchurch rebuild will be kicking into gear soon, which means the heatpump advertising battle is, ahem, heating up. There’s already Stephen Fleming for Fujitsu, the bald guy holding a cat for Mitsubishi, the anthropomorphic door snakes for Toshiba and, recently, a creepy Dan Carter hanging on the wall for Daikin. Now, after Panasonic embarked on something of a spiritual journey with its agency Publicis Mojo to find out what core brand attributes and values it wanted to convey, there’s a new frontman to add to that list: stubby-wearing, bum-scratching Gerry. 

The end result of the months-long brand identity project is a cool new TVC, which was created by Finch Company and Australian visual effects house Robot and saw the product taken apart and graphically rendered in layers over four weeks, and a new tagline, ‘Clever, made easy’.

Panasonic is still using ‘Ideas for life’ for some branding, but the focus will be on the new slogan from now on.

“Panasonic’s philosophy is to serve society through innovation,” says Mojo’s reasonably fresh executive creative director Mike Barnwell. “Not just through developing advanced technology, but by creating products that make our lives more comfortable, more fun and much easier. All you have to do is enjoy them. ‘Clever, made easy’ is a logical articulation of that philosophy and we just wanted to bring it to life in an accessible and light-hearted way.”




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