DSW Enlists Wile E.

The hapless Wile E. Coyote has chased the Road Runner for years, and he is as dogged as ever in a new ad from Euro RSCG/DSW Partners.

The Salt Lake City shop recently broke an animated spot for InFocus data/video projectors in which Wile deploys the com pany’s technology to chase his swift-footed nemesis.

“The cartoon format gave us the opportunity to break through the clutter of technology-product advertising using one of the world’s most famous animated personalities,” said Jeff Bagley, partner and creative director at DSW.

In the spot, Wile projects an image of a tunnel onto a rock, hoping the Road Runner will smack into it. In the end, of course, the Road Runner zips through the tunnel and Wile crashes into the rock.

InFocus executives said Wile is a perfect character to show why its projectors are better for business presentations than other devices. The Wilsonville, Ore., company sells products under the InFocus, Proxima and ASK brands.

“Wile E. Coyote’s legendary pursuit of the Road Runner has entertained audiences for generations,” said Jordan Solitto, evp of marketing for Warner Bros.’ consumer products unit, which licensed the characters used in the spot. “His persistence and ingenuity, although always thwarted, makes him a sympathetic and humorous adversary. InFocus has tapped these endearing qualities in this clever spot.”

The spot will run on cable and in-flight broadcasts, at trade shows and online. Spending was not released.