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Sony TV Spot, 'Join Together' Song by The Who

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Separately, the engineer and the artist form their own creations. When the work together, they create something really new. Sony's artists and engineers didn't set out to make electronics, films or music, it set out to make you feel something.

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Here is a big-budget example of how a parent brand advertises itself. This TV commercial from Sony is not just about a camera, a TV or game console. It's about the broader experts and professionals that lead to quality and trust in all the products Sony creates.

This kind of communication is built upon and only possible with equity the brand has nurtured through previous campaigns and creative iterations.

When done well, equity advertising engages, creates emotional connections and halos positive impressions and consumer motivation onto the myriad of featured product lines.

Sony benefits from a tremendous entertainment industry footprint and can leverage it with high-profile endorsements and images of its products in action. These are the kind of brand assets that make equity advertising very attractive to marketers and executives.

January 12, 2014
Sony Corporation
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“Be Moved”
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Join Together - The Who
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Jocelin Donahue ... Girlfriend on plane, Cedric Alexander ... Sound engineer for DJ, Cory Assink ... Guy with walkman, Jeff Grace ... Underwater Sony Engineer, Spike Lee
Wing ... Agency, MediaCom ... Media Agency

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