FCB ‘Celebrates’ the Palm V

Elegance and simplicity are the key themes of a global campaign that breaks this week for 3Com Palm Computing’s new Palm V handheld computerized organizer.
Created by Foote, Cone & Belding in San Francisco, the estimated $20 million print, outdoor and interactive effort will run in North America, Europe and the Pacific Rim. The tagline: “Simply palm.”
“This campaign is meant to look different from typical tech advertising,” said Liz Brooking, director of marketing communications for 3Com Palm Computing, Santa Clara, Calif. “It’s a celebration of the great design of the Palm V, both inside and out.”
One print execution shows a nude dancer sitting on the floor, her legs pulled up close to her body. She is resting her forehead on her knees, and holding a Palm V.
The text offers a glimpse of the personal information she stores in her Palm V, such as “three choreographers I’d kill to work with” and “physical therapy at 4 p.m.”
The tagline runs across the bottom of each ad in large white lettering, above the client’s Web address.
FCB is now working on ideas for a Palm V global TV campaign scheduled for later this year, according to group creative director David Hunter.
Timothy Greenfield-Sanders was the photographer for the effort. His work includes the cover photo of Monica Lewinsky for Monica’s Story by Andrew Morton.