GMO Boots Up Quantum Effort

Client Chooses Print, Outdoor; Shop Also Taps TBWA/C/D’s Avery
SAN FRANCISCO–For most people, computer hard drives are not the most scintillating subject.
A new campaign from Goldberg Moser O’Neill for data storage firm Quantum, however, may make some people ponder whether their computer’s memory is ready and reliable.
The estimated $3-5 million effort, which launched this month in The Wall Street Journal, is the Milpitas, Calif., company’s first major branding effort, according to Jim Noble, group creative director at GMO, San Francisco.
The print and outdoor ads, using black-and-white photos, are “clean and pretty,” said Noble. “This campaign is designed to break through the clutter of typical technology advertising.”
Subtle humor is also a key element of the campaign. The launch ad features a picture of a beautiful young bride with a slight, wry smile on her face. With her in the back of a limousine is a grey-haired man wearing a suit with a white rose on the lapel. At first glance, one might think the man is the father of the bride. However, the relationship takes on a new dimension after the reader sees the five folder icons next to the photo. The first four are labeled “stocks,” “bonds,” “real estate” and “insurance.” The last folder reads, “prenuptial agreement.”
The tagline is, “If it’s important to you, save it with us.”
Another ad shows a small, snowbound cabin. The icons next to the photo have labels such as “mail-order brides.”
Separately, GMO has hired John Avery from TBWA/Chiat/Day, Playa del Rey, Calif., as group creative director/art director on its Micron Electronics and Sempra accounts. Avery was previously a senior partner and creative director of direct response at TBWA/C/D, where he worked for clients such as Nissan and Apple Computer.