Panasonic makes black to be the corner stone of the new promotional campaign for the latest range of VIERA Neo Plasma TVs. The idea is that this colour has never been associated with something nice due to all these superstitions and negative connotation, but still there is one great thing about black—if you place colourful objects against it, they will look much brighter.

The new ad and prints, developed by The Campaign Palace, Sydney, feature characters created by German illustrator Mark Gmehling—rats, bats, spooky creatures and nightmares, all gathered here to prove it that black is not so bad as it is generally believed. “Black. It’s the black sheep of the family, the ne’er-do-well-at-all, and a big heavy boogi-man in your closet hole, it’s black rats, some black hats, some blood sucking rats, it’s a black market, blackmail, that black mark on your mat. But there is among others one good thing about black: it makes things stand out, and you’ll be glad about that,” recites the voice-over.

«Superior picture quality is directly related to how black the blacks are. The colours themselves become more vibrant when contrasted with a blacker background. Panasonic’s improvements in Neo Plasma technology have made their blacks an industry benchmark,» commented Palace Sydney CD, Cameron Hoelter. “Panasonic’s Neo Plasma technology really draws the viewer into the picture — offering the best in picture quality with exceptionally deep, rich black levels and clear, beautiful images, whether you are watching 2D or 3D TV,” added Matt Pearce, Panasonic Australia group marketing manager for Viera.