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Toshiba America Business Systems is using the Winter Olympics as a springboard for a new slate of ads aimed at building brand awareness for its copy machines.
The first of four 15-second TV spots from DGWB, Santa Ana, Calif., is running on MSNBC during the cable network’s Olympic coverage. The other three ads will break in early March on at least eight major cable networks.
DGWB’s Toshiba account is worth $10 million annually. Spending for this effort was undisclosed, but the agency said it is one of the most aggressive media buys it has made in its three years on the account.
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