3Com $100m ad campaign takes a swipe at technology

3Com is launching a $100m ad campaign that aims to target modern-day Luddites by focusing on the downside of technology.

LONDON (Brand Republic) - 3Com is launching a $100m ad campaign that aims to target modern-day Luddites by focusing on the downside of technology.

The networking hardware manufacturer is targeting households and small businesses, which it believes are sick of the hype and “techno-babble” which accompanies the so-called technology revolution.

The ad campaign was created by Interpublic Group’s Lowe Lintas & Partners. One commercial shows two bickering office IT staff under a desk trying to sort out the wiring, another shows a family arguing over a shared telephone-internet line and another features a woman in a trendy open-plan dotcom office, who has to work next to a man with questionable personal hygiene.

The tagline at the end of the commercials is “Simple sets you free”.

The campaign is part of a move to re-positioning 3Com as a maker of networking equipment for smaller offices, rather than large corporations. The company completed the spin-off of its Palm subsidiary in July and also plans to spin off its modem business.

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