Sony is launching a new campaign for its Sony Stamina Camcorder, the flagship model which has the technology to last for longer without the need for new batteries. The 3m campaign, through BMP DDB, is set outside an American diner and features a young man filming his girlfriend as she throws a piece of doughnut to a dog. But he has to turn off his camcorder because its batteries are low, and misses a spectacular sequence of events sparked off by the dog running into the road, causing a truck to swerve. The ad finishes with the couple looking on in awe because they did not catch the action on their camcorder, and the endline: ‘Don’t change your battery, change your camcorder.’ It breaks on May 10 in the UK and will also run in Europe. Geoff Muge, group marketing communications manager for Sony Consumer Products Group, says: ‘This campaign represents the largest Sony expenditure on camcorder advertising to date.’

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here