Consumer electronics manufacturers and studios that back the Blu-ray Disc format have kicked off a new educational effort with the tagline “I do Blu.”

The branding effort broke with a TV spot Sunday during the final game of the World Series. In the spot, a generically branded HDTV and Blu-ray player hold hands by way of their electrical cords. Film clips from such popular franchises as Spider-Man and Harry Potter also were shown.

The ad is expected to also translate to print.

Blu-ray backers want the ads to emphasize the marriage of Blu-ray and HDTV.

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Filed under: Blu Ray News