Burnett Breaks Its First Work for Gateway

CHICAGO Leo Burnett positions Gateway as a solutions provider for an increasingly complex technological world in a TV spot breaking on Sunday.

The 60-second commercial introduces the tagline “Comforts of Gateway,” and depicts a town’s main street coming to life as people use their computers and other personal electronic items.

The tag replaces “Gateway. A better way,” developed by Omnicom’s Arnell Group of New York last fall. The new positioning is intended to underscore the client’s folksy charm, while suggesting the San Diego, Calif., computer provider’s budding expansion into consumer electronics, a Gateway representative said.

The spot is the first work from the Chicago-based Burnett, a Publicis Groupe agency, since it won the estimated $150 million business in March following a review. Burnett handles the account through its LB Works high-technology unit.