COMPAQ LAUNCHES FIRST CANADIAN-ORIGINAL TV CAMPAIGN
By Adnews Staff
Compaq Canada of Richmond Hill, Ont. launched its first-ever Canadian-made TV campaign this week to tout its Armada notebook computers. The storyline in the :30 and :60-second ads are of a male and female business traveller who notice each other in the line-up at the airline ticket counter. As the man leaves the ticket counter he accidentally drops his business card. The commercial then cuts to the airplane where the man is squeezed between a sneezing lady and a big, burly, overly gregarious man, leaving the man cramped in his seat trying to use his computer. The women who picked up the business card also boards the plane and sits town in a comfortable seat with no one beside her. She is also using a computer. The voice-over is heard as the spot cuts back and forth to the man and woman. The voice-over says, "At Compaq we care about the way our notebooks use technology...we just care more about the way people use our notebooks. Compaq Armada notebooks with Intel Pentium processors. As this is going on we see the woman holding the man's business card, then typing on her notebook, notifying the man by e-mail that there is plenty of room where she is sitting. The man looks back to see where the e-mail is coming from. The ads were created by Ammirati & Puris/Lintas of Toronto.