Hill, Holliday Print Push Touts 3-D Benefits
BOSTON–In an upcoming national print effort, Advanced Micro Devices uses colorful ads with a three-dimensional feel to introduce a product that supports cutting-edge graphics.
Crafted by Hill, Holliday, Connors, Cosmopulos in Boston, the campaign supports the AMD-K6-2 processor with 3DNow! technology.
One ad uses the headline, “You live in a three dimensional world. Now you can work in one, too.”
Body copy promises that the new processor delivers “sales presentations that jump off the screen. 3D charts that inspire . . . You’ve always seen it in your head. Now see it on your PC.”
An illustration shows a designer using a computer to create a sneaker. Thanks to AMD technology, the shoe comes to life, transforming into a stylized, futuristic running figure.
The ads seeks to depict the power and excitement of 3-D graphics and video, said Anacristina Kenney, the Hill, Holliday account supervisor who oversees AMD. There is no tagline.
Since the main target audience are consumers who want “hot” graphics, the media buy is weighted toward mainstream magazines, Kenney said.
The campaign breaks next month in publications such as Rolling Stone, Wired, Fortune, Business Week, Fast Company, Entrepreneur, Smithsonian and The Wall Street Journal. The effort will run through the end of the year. Hill, Holliday handled media duties as well as creative development.
Dave Gardiner and Mike Sheehan served as creative directors. Joe Berkeley wrote the copy. Dick Pantano handled art direction. Michael Crumpton was the illustrator.
Spending was not disclosed. Last year, Sunnyvale, Calif.-based AMD spent about $10 million on consumer advertising, according to Competitive Media Reporting. Budget levels are the same for 1998, said Kenney.
Television work is slated to debut in September in seven spot markets: Boston, New York, Chicago, San Francisco, Los Angeles, Dallas and Austin, Texas, Kenney said. Although she would not discuss specifics, Kenney said the commercials will expand on the print effort’s general theme.
Hill, Holliday last year devised a TV campaign for AMD that bristled with sound and action. One 60-second spot showed a beleaguered worker trying to download a report before a huge truck crashed into his office.
Another minute-long commercial featured an evil genius whose plans for world domination were foiled when his computer slowed down.
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