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Olympus goes to Super Bowl to launch m:robe 500
Dennis Hissink : January 7th 2005 - 19:30 CET
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OlympusA wild blend of digital music, photographs and extreme alternative dance will appear on the telecast of Super Bowl XXXIX, as Olympus Imaging America Inc. launches m:robe 500, the first digital music player with a built-in digital camera. The Melville, NY company has announced plans to run two 30-second television commercials promoting m:robe on the Super Bowl XXXIX telecast, scheduled for February 6, 2005 on the Fox Television Network. Olympus m:robe 500 is a portable digital music player unlike any other. It stores and plays as many as 5000 digital songs and also includes a digital camera. With m:robe users can create personalized dynamic "remixes" that blend music and pictures together to let your "pictures groove".
Olympus goes to Super Bowl to launch m:robe 500 "Olympus is going to the Super Bowl with a couple of edgy and entertaining commercials because it's the perfect place to showcase a category changing idea and our brand's debut in digital music," said Martin Lee, vice president of marketing, Olympus Imaging America. "m:robe is a whole new way to listen to and experience digital music. It empowers you to do things you never thought you could do with digital music and images in one compact device."

Martin Agency Leading Creative Development

The Olympus ads are meant to be as entertaining as the Super Bowl itself. The spots are mini-music videos featuring extraordinary special effects to show that m:robe enables you to do things you never before thought possible.

The advertising campaign was created by The Martin Agency, an Interpublic Group (IPG) company based in Richmond, VA. The Olympus ads are scheduled to run during the first and third quarters of the Super Bowl telecast. This is the first time that Olympus has advertised on the Super Bowl since 1981.

"There is no bigger stage to launch a new product than the Super Bowl and when the world is watching you want to put on a good show. Luckily we had a product that was interesting and entertaining in it's own right," said Sean Riley, senior vice president/creative director, The Martin Agency. "Our goal was to capture the energy and fun of the m:robe, a cool new device that brings music and pictures together in a totally unique way."
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