The ad, which was first revealed by MarketingWeek.co.uk’s sister website Pitch, has been created by HS&P, which handles relationship marketing for Sony but won the brief for the ad in a process led by Sony marketer Matt Coombe.
Comet, Currys, Tesco and John Lewis are among stores joining in the trade-ins that will even include small items like headphones.
Starting on Thursday (29 April) until 11 July, they will accept old DVD recorders and other Sony electrical products in exchange for up to £150 off a 46-inch LCD telly and £5 for headphones.
The campaign will be led by the TV ad featuring ex-England star Stuart Pearce, former manager Graham Taylor and Kenny Dalglish sitting round a 70s TV set while being nursed by Kelly Brook in a footballers’ retirement home. It is thought a look-a-like of Sven Goran Eriksson attempts to chat up Kelly Brook and a look-a-like of Steve McClaren appears in his famous “umbrella” pose.