BATES CREATES CAMPAIGN FOR NEW CLIENT ALIAS|WAVEFRONT
By Adnews Staff
Bates Canada of Toronto has created a print and television campaign for recently-acquired client Alias|Wavefront. The Toronto-based software company produces Maya, a 3D animation application aimed at the film, video game, interactive media, industrial design and visualization markets. The firm brought the account to Bates in March on the basis of a print project which the agency created for Alias|Wavefront last year. "Our new strategic and creative approach is designed to reflect our leadership in this global category," said Bill Coleman, the software firm's director of global marketing. "We chose Bates Canada based on our respect for their outstanding creative." Bates' new campaign for Maya consists of a 60-second television commercial along with print support. The TV ad features Alias|Wavefront's chief scientist Bill Buxton, who describes the software and its recent price reduction. As an illustration of his competitors' reaction to the new price, Buxton's eyes pop out of their sockets and appear to bounce off of the inner surface of the television screen. The tagline is "Can You Imagine?" The ad broke on April 8 on the U.S. TechTV channel, where it will run until the end of May. The ad also ran in hotels and taxis in Las Vegas during the recent NABS convention. The ad was also sent by email to 100,000 Alias|Wavefront customers. The print component, which makes use of a circus theme, will break in May and run for two months in various U.S. technical and trade publications aimed at animators and designers. Print will also appear in the U.K., Germany, Australia and Japan.