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By Published on .

SAN FRANCISCO (AdAge.com) -- PC marketer Gateway is working on a project basis with Southern California startup Siltanen/Keehn, El Segundo, to promote Microsoft's Windows XP operating system.

The agency has produced three TV spots. The first two, which began running this week, show Gateway founder and chairman Ted Waitt with a "silent partner," a cow, that inspires him.

The new campaign includes print in magazines and some daily newspapers.

Gateway earlier this year moved its advertising in-house, where it remains, said Gateway spokesman Greg Lund, who added that the company assigns advertising projects on a case-by-case basis.

Gateway last year spent $297 million on advertising, and $117 million in the first half of 2001, according to Taylor Nelson Sofres' CMR.

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