Descubra o campanha Panasonic é MAGIC, no segmento de produtos domésticos, destacando tecnologia japonesa, inovação, elegância e praticidade para sua casa em
Panasonic’s 2024 campaign in Brazil, titled "MAGIC," marks the beginning of a new strategic era aimed at establishing the brand as the most desired household technology leader by 2030. Developed by Repense Comunicação, this integrated film and media campaign introduces the concept of “Seamless Technology,” highlighting Panasonic’s century-long Japanese heritage of delivering sophisticated, intuitive products that improve everyday life with simplicity and elegance. Rooted in extensive research involving 5,000 Brazilian consumers, the campaign underscores Panasonic’s commitment to innovation through advanced AI technology that offers practical, effortless solutions, fostering a deep sense of trust, comfort, and environmental responsibility. Under the motto “The best in Japanese technology at the touch of a button,” "MAGIC" communicates how Panasonic products transform routine tasks into almost magical experiences, seamlessly blending humanized technology with premium design. The campaign features acclaimed Brazilian actress Mariana Ximenes as the brand ambassador, whose elegance and authenticity enhance the brand’s connection with its audience. A key element is a high-impact 30-second spot set to The Police’s iconic “Every Little Thing She Does Is Magic,” supported by shorter 15-second ads emphasizing Panasonic’s technological benefits. Launched at a prestigious event at Japan House São Paulo, the campaign includes a comprehensive 360-degree media plan spanning broadcast TV, pay TV, OOH, cinema, radio, and digital platforms, reaffirming Panasonic’s corporate presence in Brazil. Concurrently, Panasonic enters the Brazilian hair care market with the innovative Nanocare hair dryer, featuring nanoeTM technology that goes beyond drying to moisturize and treat hair, targeting demanding consumers seeking efficiency and care. The product’s launch is amplified through digital activations with influencer Mariana Saad and a partnership with premium gym chain Bodytech, offering consumers the opportunity to experience the product firsthand. Emphasizing its Japanese roots, Panasonic also sponsors Japan House São Paulo, supporting cultural initiatives aligned with its brand values. This campaign reasserts Panasonic’s role as a global quality and innovation benchmark, combining timeless design and cutting-edge technology to deliver real, meaningful benefits to Brazilian consumers.
Credits
Client
Panasonic
Agency
Repense Comunicação, Repense
Title
MAGIC PANASONIC
Advertiser
Panasonic do Brasil
Account Management
Caio Marques, Gabriela Prudêncio, Jéssica Raya de Oliveira, Dayane Cristina Júlio, Fernanda de Aquino Pennacchi, Gisele Meira, Fernanda Boragini, Denis Shoji Chinmei and Wellington Gomes de Oliveira, Bianca Tenenberg, Ana Peixoto
Panasonic’s 2024 “MAGIC” campaign in Brazil articulates a brand proposition centered on seamless, cutting-edge Japanese technology that enhances everyday life with simplicity and sophistication. The campaign positions Panasonic as a century-old innovator delivering practical, intuitive solutions that require no technical effort from consumers, reflecting reliability and care for both users and the environment. Leveraging the concept of “Seamless Technology,” Panasonic emphasizes a humanized, effortless technological experience that balances elegance, effectiveness, and sustainability under the promise of “The best in Japanese technology at the touch of a button.”
The market strategy is grounded in extensive consumer research involving 5,000 Brazilians to deepen understanding of customer needs and refine targeting toward premium household technology users who desire practical, yet refined solutions. This insight drives the creative angle focusing on Panasonic’s Japanese heritage and its integration of artificial intelligence to ensure product performance feels almost magical in its simplicity and results. The campaign employs a 360° media approach, including TV, digital, influencer partnerships, and out-of-home, anchored by a high-profile ambassador, Mariana Ximenes, whose elegance and authenticity align with the brand’s values. The use of the internationally recognized song “Every Little Thing She Does Is Magic” further underscores the theme of effortless excellence.
Complementing brand positioning, Panasonic introduces a strategic market extension with the Nanocare hair dryer, targeting a gap in Brazil’s hair care segment by offering nanoe™ technology that treats hair while drying—a unique value proposition. This product launch, coupled with partnerships such as the premium gym chain Bodytech and the sponsorship of Japan House São Paulo, reinforces Panasonic’s commitment to cultural heritage and premium innovation, aiming to establish leadership in the Brazilian household products segment by 2030.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
The campaign centrally features actor Mariana Ximenes as Panasonic’s brand ambassador, chosen for her image of elegance and innovation that embodies the brand’s values. The narrative focuses on her presence to connect emotionally with Brazilian consumers and create instant recognition and aspiration, leveraging her as the campaign’s face across all media touchpoints. This explicit and sustained use of a celebrity to personify the brand and drive memorability aligns strongly with the “Ongoing Characters or Celebrities” format, rather than relying solely on story or product demo frames.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
Media Managers
Juliana Chang and Lilian Di Stasi
Media Supervisor
Dener Lages
Social Media
Gus Rodrigues and Douglas Araújo
Production Management
Leandro Sousa, Gustavo Michelin, Daniel Manguinha Rotatori
Photography
Marcos Lopes
Rtv
Daniele Gomes
Production House
Malabar Filmes
Director
Pedro Mahfuz
Crew
Victor Xavier, Vinicius Lami, Marcos Alonso, Rodolfo Goud
Producer
Albert Klinke and Simone Rosa, Camila Tanzi, Edu Bernardo
Cinematographer
João Frohlich
Post Production
André Tambucci
Vfx Studio
Quebra Mar Pós
Color Grade
Psycho
Stills And Digital Director
Marcos Lopes
Costume
Pedro Sales
Makeup
Silvio Giorgio
Music
Blend Audio
Musical Director
Flavio Marchesin
Sound Designer
Renan Corso
Voiceover
Mariana Ximenes
Mixing And Mastering
Renan Corso and Flavio Marchesin
Publisher
Universal Publishing MGB Brasil
Song
Every Little Thing She Does Is Magic
Songwriter
Gordon Matthew Sumner
Licensing
Música e Artes
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2. Philips – Known for its cutting-edge technology and health-oriented solutions, Philips leverages its strong global R&D to offer smart, connected household products that enhance wellbeing and convenience, positioning itself as a trusted brand blending innovation with everyday practicality and care.
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