NEWS: Gateway 2000 hands pounds 4m business to CKT

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.

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

cow-spot markings.



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

logo.



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

win.