Pioneer Launches Kuro Campaign

3 Sep, 2008 By: Billy Gil

Pioneer Electronics has started a new brand campaign for its second generation Kuro flat-panel TVs and audio-video products. The campaign, the second for the brand in a multiyear initiative, focuses on the idea that great entertainment can be transformative.

“Pioneer has embraced the 360 degree approach to their business and the theme of transformation could not be more appropriate at this time,” said Lee Clow, chairman and chief creative officer, TBWA/Chiat Day Los Angeles, which created the campaign. “Our goal this year is to take the brand from merely connecting people’s senses and emotions to their favorite entertainment and illuminate the concept that great entertainment literally changes people and engulfs them in a world where technology drops away and only the wonder, beauty and thrill of entertainment remains.”

The campaign will incorporate print black-and-white images transforming their viewers’ perceptions. It will hit television (ESPN), print (Esquire, Men’s Health and WIRED) and online outlets.