Matsushita ad-vantage

Company again nabs Japan's top blurb prize

TOKYO — Matsushita Electric Industrial Co. won its fourth consecutive Dentsu Advertising Grand Award last week for its superior performance in its overall advertising campaign. The electronics giant picked up Japan’s top advertising prize at an awards ceremony in Tokyo.

Along with winning the overall advertising prize, Matsushita also won awards for its newspaper advertising campaigns, radio ads and sales promotions.

In the spot TV ad category, Hitachi Ltd. was given the Dentsu Advertising Award for its commercial for computer security systems. The ad shows a wayward Japanese businessman who discovers the people around him know all the details of his personal life.

Suntory Ltd. won the award for magazine advertising with its spread for its music venue, Suntory Hall. It also picked up the poster advertising award for its advertisement of Canadian Club whiskey.

The Dentsu Advertising Awards were started in 1947 as a way to bolster advertising quality and creativity in Japan. The annual advertising prize marked its 50th anniversary this year.

Dentsu Inc. president Yutaka Narita said at the awards presentation, “In the postwar era, the awards have been used to set the bar higher for the level of advertising in Japan.”

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