Panasonic North America is launching an advertising campaign "to highlight Panasonic's growing leadership in green business innovation looking toward 2018, the 100th anniversary of the founding of its parent company, Panasonic Corporation."
In addition to print ads, TV commercials featuring British singer Sarah Brightman will "emphasize the importance of pursuing a sustainable future and will highlight some of Panasonic's own eco initiatives."
Panasonic, which has a new head of marketing and branding in North America (Betty Noonan, who joined the brand from Kodak), is promoting its green initiatives to further reduce CO2 emissions, increase resource recycling, save and reuse water and raise environmental consciousness.
Its new 30 and 60-second commercials will air during the National Geographic Channel's series The World Heritage Special, a monthly program which explores the world's natural and cultural wonders including the Taj Mahal, Machu Picchu, Yellowstone National Park and Stonehenge.
The Nat Geo series will run through May 2012 and will be seen in more than 370 million homes across National Geographic Channel's global network including the US.
Brightman, the voice behind Panasonic's corporate anthem Shall Be Done, shows the famed soprano at England's Stonehenge site, a tie-in to Panasonic's recently announced strategic partnership for the protection of UNESCO World Heritage sites.
"Launching this global campaign on the importance of sustainability and our efforts to grow our leadership in green business is a strong statement by Panasonic," stated Peter Fannon, Panasonic's VP of technology policy. "In countries around the world, including the United States and Canada, this campaign will be a powerful platform for illuminating Panasonic's deep eco commitment, and best-in-class business practices for developing new green products."