campaign aimed at tech newbies

Published on ., the online subsidiary of retailer CompUSA, today breaks a $15 million multimedia campaign aimed at claiming position as a separate entity from its bricks-and-mortar parent. Three TV spots--featuring David Robinson of the San Antonio Spurs, Donald Trump and Dr. Joyce Brothers--will air on cable networks. The theme, "We can help," shows celebrity spokespeople in a humorous yet unfamiliar situation, trying to make the best of it without assistance. Mullen Advertising, Wenham, Mass., handles.

Copyright October 1999, Crain Communications Inc.

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