WAYNE, N.J., Nov. 4 /PRNewswire/ -- In recognition of the passion fans exude when following their favorite teams and alma maters, Toshiba America Consumer Products L.L.C. ("Toshiba"), today unveiled its multi-platform advertising and sponsorship campaign with ESPN. The "It's a Game Changer" program signals a new direction in the company's marketing efforts and is part of a larger corporate drive to increase Toshiba's brand awareness by using humor to connect the ESPN fans to the Toshiba brand. The overall campaign also includes two spots featuring laptops from Toshiba America Information Systems.

The TV commercials, which will run through 2010 on ESPN, ESPN2 and ABC, place a spotlight on the REGZA® premium LED TV series, the flagship series of Toshiba's LCD TV category. The lighthearted spots feature everyday fans experiencing a transformation in the way they watch sports.

"Our goal was to create a campaign that sports enthusiasts can instantly relate to and demonstrate that our brand has personality," said Maria Repole, AVP, Corporate Communications, Toshiba. "As both our brands are proven leaders in their respective categories, we wanted to capture the passion of the ESPN fanbase and connect with their emotional experience. ESPN provides us with the ideal platform to speak with fans in an entertaining manner."

In addition to traditional television commercials, the campaign features digital elements on ESPN.com and SportsCenter.com. Viewers will be able to vote for the "Innovative Play of the Week" online, tying in Toshiba's leadership in innovation with unique sports plays. In a related promotion, fans can vote for the "Innovative Play of the Year" to be entered into a product sweepstakes, which includes Toshiba prizes as well as an ultimate grand prize of a trip to ESPN's Studios. To continue the consumer engagement, additional social media elements will be integrated into the campaign.

"From the first instant replay in 1963, innovation, technology and sports have been intrinsically linked," said Ed Erhardt, President, ESPN Customer Marketing and Sales. "We also know that sports fans are early adopters of technology and love the high-definition sports experience, which is why our campaign with Toshiba is a great fit."

Toshiba's LED TV features advanced technology combined with stunning design. The television commercials highlight its cutting-edge features ideal for sports viewing including superior FocaLight(TM) Full Matrix LED with Local Dimming. Full Matrix creates better brightness uniformity, while Local Dimming produces amazingly deep blacks and brighter whites for the most dynamic picture possible. ClearScan 240(TM)* motion enhancement offers a crystal-clear picture during fast motion scenes, typical in a football game, and the eye-catching design delivers an unforgettable level of stylish appeal.

About Toshiba America Consumer Products, L.L.C.

Toshiba America Consumer Products, L.L.C. (TACP) is owned by Toshiba America, Inc., a subsidiary of Toshiba Corporation, a world leader in high technology products with subsidiaries worldwide. TACP markets and sells a full line of home entertainment products, including flat panel TVs, Hi-Definition Blu-ray Disc players, TV/DVD Combination products and portable devices. Toshiba America Consumer Products, L.L.C. is headquartered in Wayne, New Jersey. For additional information, please visit www.tacp.toshiba.com or www.toshibatv.com.

About ESPN

ESPN, Inc. is the world's leading multinational, multimedia sports entertainment company featuring a portfolio of over 50 multimedia sports assets. The company is comprised of six domestic television networks (ESPN, ESPN2, ESPN Classic, ESPNEWS, ESPN Deportes, ESPNU), ESPN, ESPN2, ESPNEWS and ESPNU HD simulcast services, ESPN Regional Television, ESPN International (46 networks, syndication, radio, web sites), ESPN Radio, ESPN.com, ESPN The Magazine, ESPN Enterprises, ESPN PPV, ESPN Zones (sports-themed restaurants), and other growing new businesses including ESPN360.com (Broadband), ESPN Mobile Properties, ESPN on Demand and ESPN Interactive. Based in Bristol, Ct., ESPN is 80 percent owned by ABC, Inc., which is an indirect subsidiary of The Walt Disney Company. The Hearst Corporation holds a 20 percent interest in ESPN.

*ClearScan 240 Hz achieves 240 scenes per second by combining 120 Hz chassis technology with advanced backlight scanning.

SOURCE Toshiba America Consumer Products, L.L.C.