COMPUTER MAKER SAYS IT IS THE FUTURE
By Adnews Staff
U.S.-based Digital Equipment Corp. sees itself as playing a central role in the future of computers. This is the theme of a worldwide ad campaign being launched this weekend using TV, radio and print, created by DDB Needham Worldwide of New York. The agency's Toronto office did the media buy and localized the ads for the Canadian market. One 60-second TV commercial has high-tech images flashing by. An announcer declares, "This is the future of corporate computing," then interrupts herself by interjecting "No. Wait a minute," and then "Oops, sorry. Scratch that." After hedging and reversing several more times, the announcer says, "There are a lot of visions of the future. Most will turn out not to be right. But we're working to make sure you can't go wrong." Digital has had four consecutive profitable quarters, and recently reported its first annual profit since 1990.