Y&R Launches Third Year Of CA Campaign

Young & Rubicam this week breaks two TV spots for Computer Associates that continue to use farce to show the benefits of the client’s products.

The work, directed by Epoch Films’ Stacy Wall, is the third installment of the “Your software solution” campaign that the New York-based shop launched in 2002 with the Emmy-nominated spot “Amnesia.”

One commercial, which touts management software, shows a new hire meeting with an executive, whose right hand does nine tasks while he carries on a conversation. “How is your first day going?” asks the honcho as he types, rubber-stamps a report and turns a radio dial. The newcomer is stunned. The voiceover explains, “No matter how productive you are, you can’t do it alone.”

The second spot sells security software. A smiling female exec asks a young male colleague, “Where were you next Thursday night?” At first incredulous, the guy becomes helpful after the bright interrogation room turns dark and a Brillo-haired security guard shines a flashlight in his eyes. A voiceover asks: “Can your security software spot threats before they ever occur? Ours can.”

The spots aim to be funny “without getting too abstract or intellectual about it,” said Ann Hayden, executive creative director at WPP Group’s Y&R.

Ad spending was not disclosed but is expected to approach last year’s outlay of $25 million, as reported by TNS Media Intelligence/CMR.

“The market has been so responsive,” said CA’s Nancy Bhagat, svp of global marketing, citing upticks in brand awareness, Web traffic and quality sales leads since the campaign began.