Yamaha has created a broadcast TV commercial to debut in the United States this holiday season. The commercial, which depicts a girl receiving a Yamaha Piano as a gift, marks the first U.S. TV commercial for pianos in the company’s history.
The TV spot will air throughout November and December 2017, but can be viewed here.
“The day your first piano arrives in your home is a life-changing moment for a young pianist,” said Gary Klugman, director of marketing. “We wanted to take that message directly to families who have fallen in love with playing the piano. The red envelope is a symbol of the holidays in many cultures. When you get a red envelope, you know the gift inside is a big deal.”
The commercial is the centerpiece in an integrated campaign targeted to consumers, which also includes POP, direct mail, web and search campaigns, print ads, and social media.
Dana Markee and Ron Schlessinger made the film, which was directed by Erik Anderson through his production company, Chocolate Bunny.
“We hired big ad agency talent and worked with them directly—in effect creating a pop-up agency at Yamaha headquarters,” added Klugman. “The result is a polished, powerful and evocative ad.”
The commercial also highlights the company’s 0% financing offer on qualifying new Yamaha pianos, including acoustics, digitals, and hybrids.
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