Compaq taps DDB for French launch of digital PA

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PARIS--The French launch account for the hand-held personal assistant iPAQ Pocket PC from Compaq Computer Corp. has been awarded to Omnicom Group-owned DDB&Co, Paris.

The $1 million print and outdoor campaign, including 2,000 taxi posters in Paris, Lille and Toulouse, uses humor to position iPAQ as a fashion accessory.

The ads feature a muscle-bound man and the slogan: "There's about as much difference between an iPAQ Pocket PC and an agenda as there is between you and him."

The iPAQ's sharp design is the focus of a second spot, which depicts a young woman observing her reflection in the device's screen while applying makeup. The slogan runs: "iPAQ Pocket PC--All the funcitons of a personal computer, plus those you discover in the en route."

iPAQ's compact size is highlighted in a third ad showing an attractive young man slipping his personal assistant into a shirt pocket over the slogan: "iPAQ Pocket PC - If on top of everything you're good looking, it won't hurt you."

Copyright July 2000, Crain Communications Inc.

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