Sun Microsystems Launches “Net Work” Effort

LOS ANGELES — Sun Microsystems launches a new global campaign April 15 to support its new strategic theme, “We make the net work.”

The effort includes a series of 15- and 30-second spots airing on national cable and spot prime broadcast, as well as spots airing during the National Hockey League Stanley Cup playoffs, outdoor, and print rolling out later this quarter in national newspapers and technology magazines. An online component is also part of the mix. The client spends $100 million globally.

The effort, which showcases customers in some of the ads, is designed to position the Palo Alto, Calif.-based tech marketer as uniquely qualified: “If you’re betting your business on the Net, you should build your network on Sun because we make the net work,” said Karen Becker, director of global advertising and sponsorships.

WPP Group’s JWT & Tonic, San Francisco, created the ads. Interpublic Group of Cos.’ Initiative Media North America, Los Angeles, is Sun’s media agency. Separately, the client is expected to make a decision in its consolidated global media business. Finalists include Bcom3’s Starcom, Chicago; WPP’s Mediaedge:cia and Aegis Group’s Carat, New York.