Ogilvy Chicago and Nice Shoes Explain Technology for CDW

By Patrick Coffee 

In a new campaign created for tech service provider CDW by Ogilvy & Mather Chicago and the Nice Shoes division of production and post house Optimus, Charles Barkley and a few other, more colorful characters to try and explain the elusive “cloud” to fictional 20th Century business Gordon & Taylor. The work also doubles as a promo for Lenovo and the newest version of its Microsoft-powered Yoga “convertible.”

The campaign is called “People Who Get It,” and the first such person is a man with a kilt that’s heavier than his Scottish accent:

Three more spots after the jump.


Things get a bit more futuristic in the second spot, coincidentally titled “Futuristic”:

We’ve yet to see Interstellar, but we know enough about the cloud to tell you that it doesn’t work that way.

What we have next is a failure to communicate:

…but all the yoga in the world won’t convince us to use a laptop-and-tablet-in-one.

Finally, in case you missed the “old people don’t get technology” theme, the last spot brings it all home with bells (but no whistles):

In the press release, Alexei van Mourik of Ogilvy writes:

“Ogilvy has enjoyed a long partnership with Optimus on this recurring campaign for CDW. This was our first time working on a project with the newly formed Nice Shoes Chicago at Optimus and it couldn’t have been a better experience.”

Agency: Ogilvy & Mather (Chicago)
Alexei van Mourik, Sr. Producer
Joe Sciarrotta, Managing Director | Chief Creative Officer
Mark Bruker, Creative Director
Chuck Taylor, Creative Director
Megan Evans, Creative Director
Geoff Berg, Creative Director

Production: PYTKA
Joe Pytka, Director/DP
Tara Fitzpatrick, EP
Gretchen Siss, Producer

Nice Shoes at Optimus
Colorist: Ron Sudul
Color Assistant: Jeff Greco

Editor: Randy Palmer
Assistant Editor: Ben Winter
Audio Engineer: Marina Bacci
Audio Assistant: Zach Scheitlin
Flame/VFX: Glen Noren, Cory Davis, Marko Markewycz, Jim Moss
Online Editor: Scott Yurks, Matt Bregger
Online Assistant: Marco Rosas