Hughes Comes Down to Earth

C-E/West Touts Products’ Tangible Benefits
LOS ANGELES–Campbell-Ewald/West shows how space technology helps those down on earth in its new corporate campaign for Hughes Electronics. The budget is estimated at $5 million.
The first TV spot and print ad from the Los Angeles shop center on the Mexican village of San Luis Potosi and its children.
The 30-second spot shows a boy riding his bicycle through the village to school. A voiceover says, “In many remote towns around the world, a good education can be hard to come by.” The boy continues to ride through remote scenery, eventually arriving at school. The voiceover continues, “At Hughes, we’re using satellite technology to broaden the horizons of millions of students.” We then see the boy take a seat in front of his teacher, who is on a TV monitor.
The ads target analysts, investors and corporations, in order to “raise the profile of Hughes,” according to Lance Mald, C-E/West’s executive vice president, executive creative director. Future ads will tout Hughes’ high-speed satellite Internet access and other services. Print ads will run in Forbes, Fortune and other business publications. TV spots will air on Sunday morning news programs and on CNN. –Teresa Buyikian