Fallon Goes Airborne for EDS

Fallon’s strategy of finding offbeat metaphors for client EDS continues in a TV spot that breaks this week.

The new effort, which debuts Monday, follows the theme set out by the agency’s well-received “Cat Herd-ers” spot that first aired during January’s Super Bowl telecast. In the followup, a team of earnest workers assembles an airplane in mid-flight.

“The idea is that these people represent EDS as a proactive, can-do team that you want on your side,” said agency president and executive creative director David Lubars.

The spot features testimonials from the workers about the dangers of building while flying (geese, ducks, owls) and of “building a dream,” and meanwhile shows passengers eating and sleeping as the wind whips around them.

On-screen text suggests that EDS can help businesses create a technological base, “even when you’re up and running.”