Allen & Gerritsen Touts Millennium32 Software

Humor Brings Data Management Tool to Life
BOSTON–Allen & Gerritsen’s new print campaign for Waters Corp. uses humor and unexpected visual elements–such as thought bubbles and cute dogs–to promote Millennium32, a product designed to help scientists and researchers manage large amounts of complex data.
Each ad asks potential users of the chromatography software to “Think what you could do with Millennium32.”
In one ad, two scientists in lab coats sit on a couch next to a grandmother-type. Thought bubbles inform readers how each character plans to use the product.
“It’ll make us more productive,” one scientist thinks. “It’ll make audits easier,” reasons the other.
“It’ll make a lovely coaster,” muses the woman, holding the round disk in her hand.
In another execution, set on an idyllic beach with the surf beckoning in the background, the scientists once more consider the product’s practical applications. At the same time, Millennium32 attracts a dog not unlike Snoopy from the Peanuts comic strip.
The canine “thinks” that the shape and size of the product makes it perfect for playing “Frisbee fetch.”
Each ad uses the tagline, “Suddenly the choice is simple,” and includes a toll-free phone number for information.
Watertown, Mass.-based Allen & Gerritsen used humorous ads in an effort to be refreshing in a category that often produces dry, technical campaigns, said Mick O’Brien, the co-creative director who wrote the copy. Rochelle Senz and Einar Orn handled art direction.
The humor gives the campaign a distinctive look and feel “instead of showing the usual screens and computers,” O’Brien said. The approach will hopefully give the Milford, Mass.-based Waters a memorable print identity, he added.
The characters portrayed in the print ads also appear in banner advertising on Web sites of interest to the scientific and research community and on Millennium32 demonstration disks, O’Brien said.
Some of the copy used in the ads also adorns the Millennium32 section of Waters’ own Web site.
The ads are breaking in vertical trade journals such as Scientific Computing World and Scientific Computing and Automation.
Spending figures were not disclosed. The account is believed to bill in the low seven figures.