Hitachi Plays the Brand Hand
Hitachi America’s Home Electronics Division has opted to take the high road in brand marketing, encouraging consumers to put the equivalent of a tiger in their tank—or rather—a white leopard in their living rooms, via its “Power Unleashed” ad campaign.
The print and TV ads showcase Hitachi’s 42-inch HD1080 plasma TV and feature a spotted cat tethered to a leash of multicolored gems and pulling along a well-coiffed lady in evening dress; the cat breaks away, spilling out of the TV screen and spilling the glittering gems in its wake. Designed by film director Jean-Paul Goude, the ads attempt to underscore Hitachi’s technological prowess at TV performance while seeking to project a premium positioning among consumers.
The ads represent a breakaway from Hitachi’s traditional emphasis on factory-driven product marketing.