In its first TV work for Unisys, Grey Worldwide gives a nod to the film High Noon in one ad, and uses a fashion metaphor in another.
The Blue Bell, Pa.-based client creates integrated IT systems, the implementation of which can cause conflicts.
In one of three 30-second spots, set to break April 15, two executives square off like gunslingers in a Western. A voiceover says ominously of the chief information officer, "He wanted it to work better." Cut to the CFO. "He wanted it to cost less."
As the voiceover explains how Unisys can satisfy both men's goals, they come together and shake hands. The tagline, "We have a head for e-business," replaces "We eat, sleep and drink this stuff," created by previous agency Bozell in New York. That shop's image of the "monitor heads" remains as per the client's request.
Grey executive creative director Dave Tutin said the new tagline is derived from the monitor-head image and "reflects the business Unisys is in and why they're good at it."
Shot in black-and-white, the spots will run on network and spot cable. Print ads broke in March in The Wall Street Journal, Information Week and The Financial Times, among others.
Another spot shows dump trucks arriving at a company to follow an IT consultant's directive to throw everything out and start over. Instead, the CEO dumps the consultant's business card.
A third spot has models wearing technological gadgets as they saunter down a runway. A CEO unsure if his "attire" is proper for his e-business goals tentatively strolls.
Grey in New York won the estimated $20-40 million global account in September, besting McCann-Erickson here and Leo Burnett in Chicago.