The campaign is a continuation of Sony’s focus on HDNA – the notion of high definition being a key part of its DNA — which debuted last fall and centered on HD leadership across many product categories. The new campaign spotlights two of the new VAIO HD PC models. The campaign encompasses multiple consumer media outlets and platforms including newspaper, magazines, television, cinema, radio, online, in-store and out-of-home. Starting July 15, 30-second commercials will appear during late night TV shows, as well as cable and HD networks, with a key message that the Sony VAIO is “Born out of Sony HD technology” to highlight the new computer’s capability. Authentic evangelists of the brand who personify VAIO style – superior Sony HD technology + multimedia experience – are encouraged to step up and show their HDNA…