FCB Unveils Sega's Dreamcast

Special Effects-Laden $100 Mil. Effort Follows Teaser Campaign
SAN FRANCISCO –Foote, Cone & Belding takes gamers “inside the box” with a new campaign promoting the $100 million launch of Sega of America’s Dreamcast video game console.
“FCB has helped us bring together the essence of Sega, both past and present,” said Peter Moore, senior vice president for Sega of America, Redwood City, Calif. “Defiant, fearless … and passionate define the Sega brand difference.”
Three 30-second TV spots from the San Francisco agency break today, following a print and TV teaser campaign for Dreamcast that ran earlier this summer and was targeted primarily toward hard-core gamers.