NEWS: TV spectacular fronts Packard Bell Euro blitz

Packard Bell, the biggest home-PC manufacturer in the US, is using blockbuster advertising tactics to muscle its way into Europe’s burgeoning home-PC market.

Packard Bell, the biggest home-PC manufacturer in the US, is using

blockbuster advertising tactics to muscle its way into Europe’s

burgeoning home-PC market.



M&C Saatchi, in its first work since winning the business in May, has

produced what it claims is the most expensive TV commercial ever shot at

Universal Studios in Los Angeles.



The multi-million pound campaign, breaking this week in the UK, Ireland,

France, Italy, Spain and South Africa, aims to distance Packard Bell

from rival brands by emphasising its reputation as a manufacturer of

computers for personal use, rather than as a supplier to businesses. The

strategy is underscored with the endline: ‘Wouldn’t you rather be at

home?’



The campaign marks the company’s first significant move into traditional

advertising. It previously relied on co-operative deals with retailers

of consumer electrical goods in the US and the UK.



The brand-building work comprises one 60-second spectacular, plus three

30-second films, which involve the creation of a fantasy world and what

are claimed to be some of the most sophisticated special effects created

for TV advertising.



The films are the result of a joint effort between the M&C Saatchi

offices in London and New York. Simon Dicketts, the agency’s joint

creative director, led the team and the commercials were devised by two

US creatives, the writer, Judy D’Mello, and the art director, Jean

Batthany.



Samuel Bayer, whose credits include Nike and Coca-Cola, directed the

main ad which features a cast of 150 people and presents three

scenarios, each highlighting the frustrations of juggling a busy life in

an overcrowded and unhelpful world.



Computer animation is used to show a queue of people aging while waiting

to be served and to contrast this with the comfort and ease of using a

computer at home.



Media in the UK will be bought by the Media Centre with Carat handling

the business across the rest of Europe.



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