Toshiba breaks laptop magazine campaign
By Adnews Staff
Toshiba has begun a new magazine campaign that promotes its range of laptop computers with the tagline, "It's better when you have the right tools." The campaign, aimed at mid-sized businesses, argues that the right laptop for one job is not the right laptop for all jobs. Two executions have been produced by Toronto-based ACLC. The first shows a barber preparing to use a weed trimmer on a customer's hair. The second shows a dentist preparing to use a caulking gun on a patient's teeth. These images are accompanied by the copy, "The right notebook for one employee may not be suitable for someone else. Which is why Toshiba is a leader in offering companies the widest range of wireless PCs." The ads will run nationally in English and French in computer, business and news magazines, plus trade publications, until May.