Toshiba Information Systems is celebrating the sale of its 500,000th
portable computer in the UK with its first foray into television
A pounds 3 million campaign, created by Duckworth Finn Grubb Waters,
draws on the technology used in the feature film, Toy Story. It stars
a portable PC that breaks free from its desk to fly to New York.
The portable leaves behind the sad character of a desk-top PC, who tries
to follow him out of the window but is held back by his wire and plug.
As the portable flies into New York, he passes various fixed appliances
which try to escape and dolefully turn their heads as he goes past. The
endline says: ‘To London. To New York. To anywhere. Toshiba.’
Characterisation and animation for the film were masterminded by Jerry
Hibbert of Hibbert Ralph Animation. The ad was art directed by Mike
London and written by James Fryer.
The campaign breaks in News at Ten next Monday. After an initial burst
on LWT, Carlton and Channel 4 in the London area, it will roll out to
the Central and Granada regions. Later in the year, new 40-second and
50-second versions will appear using the same opening sequence - the
portable leaving his friends - but a different ending as the hero flies
to the country instead of overseas.
Pattison Horswell Durden is placing the media to target business people,
mostly during peak viewing periods alongside premium quality news and
Michael Finn, managing director of Duckworth Finn, explained that the
campaign was trying to reach professionals in large corporations who are
responsible for buying computers, or those who simply use them for work
and have an influence over which brand to buy.
The Toshiba brand first became a household name when its consumer
durables division went on TV in the 80s with the enduring line: ‘’Allo
Tosh, gotta Toshiba’. The line was originally devised by Dave Trott, and
the account is now with his agency, Walsh Trott Chick Smith.
In contrast, Toshiba’s computer company has preferred to stick to print
advertising during the ten years it has been selling into the UK.
Nevertheless, Toshiba Information Systems, which has been with Duckworth
Finn for eight years, has taken the number one spot in the portable
computer market, with a share of almost 50 per cent.
The commercial, which is the first entirely 3-D animated ad released in
the UK, will run in conjunction with the existing print ads.