SGI Breaking Out of Its Cocoon

McCann-Erickson here unveils a global print campaign this week for Silicon Graphics’ new line of computers. Focused on the sleek look of the machines, the ads are the agency’s first for SGI since picking up the business last March.
Earlier estimated at $40 million, the budget has been trimmed to less than $20 million, an SGI source said.
The magazine and newspaper ads launch the company’s new hardware, dubbed “the visual workstation” for the Windows NT platform. It is SGI’s first foray into the broader-based NT arena, having previously worked only on the Unix platform.
“This launch is huge for SGI, opening up a broader market of medium to large corporate customers,” said McCann executive group director Penny Baldwin-Spear.
To reflect excitement and passion, the ads use large, wavy type and words such as “alive,” “weapon” and “metamorphosis.” The campaign includes an eight-page magazine insert.
The look and feel of the work is incorporated in online ads and direct mail.
The print ads will run in the U.S., Europe and Japan in trade, personal computer and business publications including The Wall Street Journal, Fortune and Forbes.