Sun launches new ad campaign

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San Francisco—Sun Microsystems launched a new ad campaign for its Sun Fire X4100 server, which was introduced this week.

The print campaign, developed by Butler, Shine, Stern & Partners, San Francisco, features humorous ads running in IT publications that portray the server as a sleek, sexy machine.

In one “centerfold” ad, the server is shown lying on a fur carpet surrounded by lit candles, with the headline “Server of the Month.”

In another ad, called “Server Data Sheet,” the server is introduced through a series of questions and answers similar to those on a dating site. Copy reads, “I love naughty ROI talk, multiple platforms and dimly lit data centers.”

The budget is undisclosed.

--Kate Maddox

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