Compaq is launching a pounds 7 million pan-European campaign
through BMP DDB to promote its Armada M-series wireless laptop.
The 40-second animated TV spot continues the visual theme introduced by
the original ’pecking bird’ branding campaign devised by John
The campaign is the last for the client from BMP, which lost the Compaq
account to Banks Hoggins O’Shea/FCB in February.
’Baby’ is designed to highlight the versatility of the laptop, which can
access the internet anywhere in the office without the use of wires.
The ad opens in a maternity ward, where a small animated bird is having
its umbilical cord cut. Once free, the bird runs off through the ward
and down into the street. It comes to a stop after jumping into a
The voiceover ends with ’Wireless internet access in the office’ and the
Intel Pentium jingle.
The ad was written by Ian Edward and art directed by Dave Masterman.
It was directed by Alex Courtes and Martin Fougerol through Partizan
Media planning and buying is through OMD UK. The ad will run on Sky
The computer manufacturer called the review out of DDB in February.
DDB originally won the business after a review in June 1998, only 12
months after the computer manufacturer consolidated the account into
Ammirati Puris Lintas.