Sony Handycam 

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The brief asked us to target young parents – telling them that every moment is precious. The challenge being, it was the same brief that every camcorder manufacturer, ours included, had been using for years. We needed to approach this in a slightly different way, without moving so far off message that we alienated our base.

It struck me that many new parents believed everything that they had ever done in their lives was preparing them to be parents. Their children gave them a new sense of purpose. This thought became our new message, that everything you had done in your life was in preparation of this moment – or This moment was a lifetime in the making.

Cheryl Hickey was the perfect spokesperson. She was a new mother and very much echoed the feeling of other new parents. She was also fantastic to work with. She even offered to shoot video of her and her baby early in the morning, demonstrating the low light feature – without hair and makeup. If only all celebrities were that easy to work with.

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