Toshiba, DreamWorks promote HD DVD


MUMBAI: GSD&M’s Idea City has been tapped by Toshiba North America Consumer Products, LLC and DreamWorks Animation SKG to produce advertising in support of HD DVD, the high-definition DVD format that’s riding a wave of industry buzz.


Television and print advertisements launched on 1 November, using characters from DreamWorks Animation Shrek franchise, coinciding with the HD DVD release of Shrek the Third.


“With the availability of more HD DVD movie titles from major studios like DreamWorks Animation, together we are offering consumers more choices to enjoy HD content. HD DVD is the perfect complement to the High Definition TV providing consumers with the ultimate HD movie experience,” said Maria Repole, director, corporate communications for Toshiba. “Idea City has helped Toshiba and our partner DreamWorks Animation bring the benefits of HD DVD to life.”


GSD&M’s Idea City brings considerable marketing firepower to the HD DVD alliance through their deep retail electronics experience. “We’re very pleased to have Idea City working with us in spreading the message about HD DVD,” said Ann Daly, chief operating officer of DreamWorks Animation. “They are uniquely qualified in understanding the entertainment space, consumer behavior and creating ideas that truly make a difference.”


With a growing list of content providers and the most affordable and technologically-complete hardware solutions, HD DVD is the high-definition DVD format to watch and Idea City brings a fresh perspective to this nascent category. The agency’s strength in purpose-based branding — highlighting for consumers the positive difference that a product or service offers — is a great fit with the HD DVD marketing effort.


“Consumers are looking for clear and compelling reasons to consider high-definition DVD products,” said Duff Stewart, president and chief operating officer of GSD&M’s Idea City. “And we’re looking forward to helping build momentum for the superior HD DVD technology.”