Chicago—Technology company CDW rolled out new TV spots that are part of its ongoing “People Who Get IT” campaign, created by Ogilvy & Mather, Chicago. The spots feature a fictitious company that is excelling in everything except for its basketball team, so it hires NBA pro Charles Barkley to work in its IT department as a way to get him on the team. When Barkley declares “I don't know anything about IT,” the company assures him he doesn't need to, because it has CDW handling its technology.
The spots broke March 10 on CBS broadcasts of NCAA basketball games and will run during “March Madness.” Ogilvy also created a companion site at www.cdw.com/barkley. The campaign budget was undisclosed.