Burnett Bows Handspring Work

Shifting its advertising to spotlight its Visor product, handheld computer maker Handspring will launch a new campaign this week from Leo Burnett touting the product’s versatility.
The print and outdoor effort is the first with new agency Leo Burnett, Chicago, which won the estimated $20 million account last month. Creative will play on the “is” in Visor. Those letters will be a different color than the rest of the print to show that Visor is many things, including an MP3 player, a digital camera and a to-do list.
Those features are available via the Visor’s component architecture, which lets users click on a single-function cartridge to experience different applications.
The campaign will break this week in New York with a slow national rollout over the rest of the year. Claire Dean, director of marketing for the Palo Alto, Calif., Handspring, said the company is considering TV later this year, but there are no solid plans.
Print work will target business and in-flight publications. Dean would not disclose budget figures, but said it would be bigger than Handspring’s inaugural effort early this year. Those ads were the work of Butler, Shine and Stern in San Francisco. K