Hitachi Initiates Major North American Branding Effort


Hitachi America, the regional subsidiary of Japanese consumer tech giant Hitachi, has launched its largest North American branding campaign ever. Five online short films feature real people in real towns across North America, and Hitachi hopes it will help boost sales outside of its home country.

The short documentaries of the Hitachi | True Stories campaign will demonstrate how the Hitachi brand touches the every day lives of ordinary people. Each five minute slice of cinema verite showcases the influence of Hitachi’s fiber-optic network in Oregon, computer crime center in South Carolina, or anti-cancer proton radiation therapy in Texas. Each one touts Hitachi’s credo of “harmony, sincerity and pioneering spirit.”

“In the past, Hitachi North America has primarily focused on products, innovation and technology, and we are proud of all that we have accomplished,” said Hiroaki Nakanishi, Hitachi’s North American CEO in a statement. “But what sometimes gets overlooked is the way Hitachi has become very much a part of this area of the world and the daily lives of people in the Americas. Our ‘True Stories’ series illustrates — in the words of customers and end users — how Hitachi is transforming their lives across a variety of industries, including advanced medical technology, information and telecommunications systems, power and industrial infrastructure and consumer electronics technologies.”

The story and people-driven films were produced by North American ad firm McCann-Erickson, and will be supplemented by online, print, and out-of-home advertising.The first two True Stories films are online now.


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