AUSTIN, TX - JULY, 2006
Austin-based advertising and marketing agency, SicolaMartin, a division of Young & Rubicam Brands, recently launched the first round of a comprehensive advertising campaign to promote the new Blu-ray Disc™ format. The campaign, which is backed by Blu-ray Disc supporters Sony, Panasonic, Philips, Buena Vista Home Entertainment, and 20th Century Fox, promotes the benefits of this advanced technology. Blu-ray is the next-generation optical disc format delivering high-definition entertainment supported by more than 170 of the world's leading Hollywood studios, consumer electronics manufacturers, gaming companies, personal computer manufacturers and music companies.

SicolaMartin developed an integrated print and online campaign designed to help consumers "experience Blu." The print campaign, which is running in publications such as Home Theater, Robb Report Home Entertainment and Wired, is centered on a four-page ad built to excite and educate readers about Blu-ray Disc's extensive technological benefits. The online segment, currently running on sites such as CNET, PCWorld, Wired, Google and Yahoo!, utilizes rich media delivered through the Eye Blaster ad-server platform. Both print and online ads catch the eye, filled with popular entertainment icons from movies, music and gaming such as Superman, Mickey Mouse, and Captain Jack Sparrow ("Pirates of the Caribbean")."

"This kind of promotional effort is unprecedented," said Peter Staddon, executive vice president, marketing for 20th Century Fox Home Entertainment. "The fact that such a large group of industry heavyweights support Blu-ray Disc is good news for consumers who want to be assured that Blu-ray is the format of choice by companies who are committed to its success."

The first page of the ad begins with a dream-like visual and headline teaser, "If the biggest names in movies, gaming, music and technology came together to create the ultimate high-def experience, imagine what it would be like." The following two-pages demonstrate the technology's impressive list of industry supporters while enticing consumers with the promise of the Blu-ray experience through a visual explosion of entertainment icons. The final page lists the advantages of the Blu-ray Disc platform including the 1080p high-definition resolution, superior sound capabilities, extensive interactive features and compatibility with existing DVD titles. (The print ad may be viewed by linking here. Example of an online ad: linking here.)

"This campaign showcases all of the reasons why informed consumers are pumped about Blu-ray," said Tim Baxter, senior vice president, strategic marketing, Sony Corporation of America. "Beyond being assured an extensive selection of titles and players, consumers can learn what makes Blu-ray a superior platform."

"Research confirms that, for consumers, the best HD (high-definition) entertainment experience means the most available titles, the highest-quality picture and sound and the most storage capacity for features and interactivity," said Steve Martin, executive creative director and co-founder of SicolaMartin. "And that is exactly what Blu-ray delivers. Creatively, it was a dream to bring the Blu-ray experience to life," he continued.

About Blu-ray Disc
Blu-ray Disc is the next-generation optical disc format developed for high-definition video and high-capacity software applications. More than 170 of the world's leading consumer electronics companies, PC manufacturers, content providers and other brands consumers trust have joined the Blu-ray Disc Association. These companies include Apple, Dell, Disney, HP, Hitachi, LG, Mitsubishi, Panasonic, Philips, Pioneer, Lionsgate, Samsung, Sharp, Sony, TDK, Thompson, Fox, Buena Vista Home Entertainment, Warner Bros. and Paramount.

About SicolaMartin
Austin, Texas-based SicolaMartin is an advertising and marketing agency specializing in targeted and integrated campaigns that leverage technology and the digital convergence of media. For more than 20 years, the agency's creative excellence and in-depth marketing experience have delivered effective campaigns for consumer and technology industry leaders like AMD, BMC, Hewlett Packard, Blu-ray Disc and Sybase. The Texas Association of Business and Society for Human Resource Management named SicolaMartin one of the 50 Best Companies to Work for in Texas (#8) in 2006. SicolaMartin is a wholly-owned subsidiary of Young & Rubicam Brands with a satellite office in San Francisco. For more information, visit http://www.sicolamartin.com.

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