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CDW Unveils 'Confident' Campaign

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CHICAGO Business, government and education technology provider CDW highlights its ability to help with urgent IT matters in a campaign that breaks today.

The TV, print, radio and online effort, developed by WPP Group's JWT Technology in Atlanta, uses humor to demonstrate the company's ability to respond to requests quickly.

One spot shows an IT professional who seemingly reads the mind of a co-worker to discern a technology request, communicating with a broken printer and pretending to quickly conjure up 90 laptops ordered by management. At the close of the spot, we learn he is able to accomplish these tasks thanks to CDW. The campaign, dubbed "Power of confidednce," continue the tagline, "The right technology, right away."

The Vernon Hills, Ill., company spent about $35 million on ads last year, according to Nielsen Monitor-Plus.

"This new campaign gives our audience a good idea of the unique sense of urgency and passion for customer service that CDW co-workers bring to their jobs every day," said CDW chief marketing officer Diane Primo in a statement. "[This] campaign clearly expresses these ideas and conveys how CDW's responsiveness gives customers a sense of confidence that they can deal with whatever IT issue arises."

The TV ads debut today on CNN and will later appear on networks such as ESPN, Sci-Fi Channel and Comedy Central. The print campaign will run in major business and computer-industry publications.