Clarke Cuts Up for Avid Edit Gear

Clarke Goward’s first print campaign for Avid Technology uses humor to target broadcast news professionals.

One execution pictures a satellite dish covered in toilet paper on a news station’s front lawn. Copy states: “Careful. Other stations might get jealous. Speed. Quality. Flexible workflow. From acquisition to air, you can have it all with Avid. Of course, your competition might not be too happy about it.”

Another ad shows a billboard of a TV news team that has been defaced with mustaches and devil horns, presumably by the competition.

“It’s a pretty cut-throat industry,” said Jim Amadeo, creative director at Clarke Goward. “We showed stations that were already using Avid and the [competitors] had been driven to the point of frustration, so they resorted to childish pranks.”

The Boston shop won the estimated $3 million account late last year. Systems made by the Tewksbury, Mass.-based Avid are used to produce and edit audio, video and film programming.

The positioning line, “Make, manage, move media,” has been re-tained from past campaigns, which were created in-house.

The new work recently broke in vertical publications. A third ad will be introduced in upcoming weeks.

Earlier this spring, Avid rival Media 100 unveiled ads from Allen & Gerritsen, Boston, touting an audio-video editing system.