Gateway 2000, U.S. market leader in direct PC sales, is breaking its first U.K. TV ad campaign this week. The estimated $6 million campaign is from Cowan Kemsley Taylor, London. Indications are that Gateway will soon break similar ad campaigns across mainland Europe. Gateway, North Sioux City, S.D., established European headquarters in Dublin in 1993 and has established marketing operations in the U.K., France, Germany, Belgium, Luxembourg, Austria, Switzerland, Sweden and the Netherlands.
The four TV spots in the campaign are under the umbrella title "Relax," and center on consumers' fear of computers and high-pressure sales techniques. Nature is the central theme; the four executions feature tropical fish, chameleons, butterflies and owls. Each ad ends with the line, "You've got a friend in the business."