Brokaw Portrays Engineers as Innovators | Adweek Brokaw Portrays Engineers as Innovators | Adweek
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Brokaw Portrays Engineers as Innovators

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CHICAGO Parker Hannifin, a motion and control technologies and systems supplier, has launched its first-ever electronic advertising campaign.

The ad series, tagged "Engineers see the world differently," debuts in the U.S. this month on national cable television networks. The spots are part of a global advertising campaign the Cleveland company launched in January 2002 under the "Parker, anything possible" brand banner. The firm's electronic and print advertising expenditures in North America, Europe, Australia and Asia amount to $12 million annually.

The TV ads are a humorous nod to engineers as enablers of innovation. Three 30-second spots point out how engineers are always focused on their work.

The campaign targets engineers who design, specify and use technology, a concept that was inspired by engineers from Parker and customers who participated in focus groups to develop the ads, said Lorrie Paul Crum, Parker's vice president, in a statement.

Brokaw Inc., Parker's lead agency in Cleveland, produced the TV spots. The ads are slated to air nationally on cable programming known to draw a business-to-business audience. Links from the company's Web site and e-mail distribution will be used to extend the campaign beyond television with promotional items and stories about the real-life inspirations behind the featured Parker technologies.