Yamaha Corporation of America has created the first broadcast TV spot for pianos in the company’s nearly 60-year history. The spot, which debuts this holiday season, captures a defining moment in a young musician’s life: the day their first piano arrives in their home.
“Red Envelope” tells the story of a young girl who wakes up to a surprise from her parents: a red envelope with a mysterious key inside. As her parents look on, the girl is overcome with emotion as she discovers that the key unlocks a new Yamaha piano.
The spot was created by the award-winning team of Dana Markee and Ron Schlessinger and directed by Erik Anderson of Chocolate Bunny (who is repped domestically for content by ContagiousLA). By hiring and working directly with big ad agency talent, Yamaha in effect created a high quality pop-up agency at their headquarters.
The spot is intended to reach families who have fallen in love with playing the piano. The :30 TV spot will air on broadcast TV and a :40 version will run online during November and December 2017.