’60s Refrain ‘Resonates’

Temerlin Makes It All ‘Come Together’ for Nortel
DALLAS–Nortel Networks last week launched an ambitious image campaign that is utilizing the Beatles’ “Come Together” to accent the convergence of its various communications technologies.
A 60-second television spot bowed Friday with a little help from Nortel’s friends at Temerlin McClain in Irving, Texas, and New York-based TN Media. This is the first advertising since the True North Communications team last December won a $70 million account shootout with Hill, Holliday, Connors, Cosmopulos in Boston.
The new campaign is centered around the Internet capabilities of the voice communication and data systems combination Nortel gained when it acquired Bay Networks of Boston in 1998. “The idea is to position Nortel squarely at the heart of the Internet,” said Temerlin McClain group account director David Lyon.
In the first television commercial that aired over the weekend on 20/20 and 60 Minutes, a corporate video conference with viewers from different settings turns into a jam session as the speaker delivers a monologue of John Lennon’s surreal lyrics. “Here come old flattop. Come grooving up slowly,” he begins, and is eventually joined by the audience for the “come together, right now” chorus.
The spot will air in both network and cable runs in 60- and 30-second versions.
Nortel vice president of corporate advertising and media Mark Davis conceded Nortel is in a cluttered arena with other high-tech companies borrowing popular music. But “this song resonates instantly,” said Davis. “This is not borrowed interest . . . this is in fact a correlation to our strategy of unified networks.”
The campaign also includes Internet work and a major print component aimed at corporate executives in publications such as The Wall Street Journal and Forbes, as well as trade books Network World and InfoWeek. The tagline is: “How the world shares ideas.”