Cowan Kemsley Taylor has carried off the pounds 4 million Gateway 2000
account without a formal pitch and will take the US computer giant on to
television in the UK for the first time later this year.
The new TV campaign has already been created and will play on the
company’s trademark packaging, which is patterned with black-and-white
The first ad opens on three chameleons in a forest. As the camera moves
in closer, the chameleons, which are breathing deeply, gradually change
colours until they become entirely black and white. This image dissolves
through into a box, from which a computer screen appears bearing the
same chameleon image.
The other executions follow a similar pattern but are illustrated with
different natural phenomena. The second ad shows a vividly painted
butterfly emerging from a pupa, the third a barn owl, and the fourth a
fishtank full of brightly coloured fish.
All the ads carry the endline, ‘Relax. You’ve got a friend in the
business’, delivered as a soothing voiceover.
Intel, the computer-chip giant, is providing 50 per cent of the budget
for the advertising and the commercials will be branded with the Intel
Until now, Gateway 2000 has been working with the direct marketing
agency, Finex, and placing ads in the specialist computer press only.
Gateway 2000 claims to be the fastest growing personal computer business
in the US and has successfully used TV advertising to establish its
position there. The company’s European base is in Ireland.
Media is being handled by Optimedia, which won the pan-European account
last autumn (Campaign, 6 October 1995).
Paul Cowan, the managing partner of Cowan Kemsley Taylor, confirmed the