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BtoB

Cut to the Chase

Published on .

Company: Nokia USA, Irving, Texas Agency: Grey, San Francisco Market: Information technology Quick chase: Server manufacturers face the unenviable challenge of making their black boxes look visually appealing. Most of the ads for the low-slung black or sheet-metal-gray boxes are dull as dirt. But then along comes Time Zone Tim, who looks like a more buttoned-down version of Mister Potato Head, to revolutionize the look of business server advertising. Time Zone Tim is a visual prop to allow Nokia to explain how its server can help road warriors stay abreast of the latest information at the home office by using any small-screen, browser-enabled device. There's a small but detailed photo of the server, but mercifully it's not the dominant image. Clue: Move over, Pillsbury Doughboy. There's a new brand character in town.
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