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Hitachi Debuts the Worlds Highest Resolution 42-inch Plasma HDTV

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Renowned Artistic Director, Jean-Paul Goude, Pairs White Leopard with High Style Fashion to Convey Best-in-Class Electronics Throughout Integrated Broadcast, Print and Online Campaign for 2006 Plasma HDTV Product Line

The Ubiquitous Platform Systems Division of Hitachi America, Ltd., a subsidiary of Hitachi, Ltd. (NYSE:HIT), http://www.hitachi.us/tv, today unveiled its latest integrated national advertising campaign, entitled “Power Unleashed,” designed to spotlight Hitachi’s best-in-class original technologies, unmatched realistic home theater experience and the world’s highest resolution 42-inch plasma HDTV. Unique to the industry, world renowned artist, photographer and film director Jean-Paul Goude was enlisted by The Lambesis Agency, Hitachi’s national consumer electronics creative advertising agency of record, to create this stunning new advertising campaign highlighting Hitachi’s rich, realistic picture quality and lifelike image reproduction. A magnificent white leopard will be featured throughout the integrated broadcast, print and online national advertising campaign.

“The elegant fashion model in a rich red dress combined with the white leopard imagery was chosen to communicate Hitachi’s premium market position and realistic picture quality while connecting with the consumer’s desire to purchase not only another television but a lifestyle, highlighted by superior design,” said Jean-Paul Goude, avant-garde artist, videographer and director. “This campaign is about style and grace as much as it is about having the best plasma home theater display available, enabling viewers to experience film the way those of us directing films intended it to be viewed.”

To further reflect this emphasis on style, the dress and accessories worn by the model in the “Power Unleashed” campaign were created by high fashion designer Azzadine Alaia for his couture line and custom-fitted for the shoot.

Hitachi’s “Power Unleashed” Plasma HDTV advertising campaign was designed to increase brand awareness and emphasize Hitachi’s exclusive technologies through advertising appearances across cable television, print and online media, running nationally between August 2006 and February 2007. Combining sophisticated, aesthetically pleasing designs with next-generation plasma technology, Hitachi’s 2006 plasma HDTV line-up includes the world’s first 42-inch 1080 plasma panel and 55-inch models that produce deeper, richer colors and sharper images than previous plasma displays.

“We designed this campaign to illustrate how Hitachi’s exclusive next-generation plasma technologies allow consumers to experience realistic HDTV digital signals with the highest possible clarity for the absolute best home theater viewing experience,” said Daniel Lee, marketing vice president, Hitachi America, Ltd., Ubiquitous Platform Systems, Consumer Group. “All of Hitachi’s new plasma displays utilize advanced proprietary technologies developed as a result of Hitachi’s substantial investments into its core plasma capability, the end result of which is the most realistic image reproduction and best picture quality possible in your home theater.”

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Considered one of the great creative artists of the twentieth century, Goude became Esquire magazine’s art director at the young age of 25, kicking off more than thirty years of work in drawing, poster design, photography, cinema, video and event design. Goude’s legendary works include performance and video art and iconic images of Grace Jones, creative, witty and eccentric advertising campaigns for Chanel, Hermes and Louis Vuitton and direction of the epic 1989 French Bicentennial parade.

About Hitachi
Hitachi America, Ltd., Ubiquitous Platform Systems Division, produces and markets a wide variety of digital products for business and consumers. The division’s Consumer Group markets high-definition plasma televisions and monitors, LCD projection and flat panel HDTVs, LCD projectors, and DVD camcorders and DVD players. The division’s Business Group markets LCD projectors, professional plasma monitors, interactive panels and whiteboards and security and observation system products through value added resellers, system integrators, distributors and OEM.

Hitachi has a unique position in the marketplace by manufacturing and developing its own core technologies to provide consumers and businesses with optimal product performance in each of Hitachi’s product categories. For consumer products, please visit http://www.hitachi.us/tv. For business products, please visit http://www.hitachi.us/digitalmedia. For more information about electronic whiteboards and Starboard software, please visit Hitachi Software at http://www.hitachi-soft.com. Hitachi brand business products are connected through Hitachi’s OneVision program, which makes it possible for any Hitachi business unit dealer to sell Hitachi products from other Hitachi business units.

Hitachi America, Ltd., a subsidiary of Hitachi, Ltd., markets and manufactures a broad range of electronics, computer systems and products, and consumer electronics, and provides industrial equipment and services throughout North America. For more information, visit http://www.hitachi.us.

Hitachi, Ltd., (NYSE:HIT)(TOKYO:6501), headquartered in Tokyo, Japan, is a leading global electronics company with approximately 356,000 employees worldwide. Fiscal 2005 (ended March 31, 2006) consolidated sales totaled 9,464 billion yen ($80.9 billion). The company offers a wide range of systems, products and services in market sectors including information systems, electronic devices, power and industrial systems, consumer products, materials and financial services. For more information on Hitachi, please visit the company’s website at http://www.hitachi.com.


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