IBM'S APTIVA IGNITES WITH $20M IN ADS

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SOMERS, N.Y.-IBM Corp. this week begins a two-week TV ad blitz for the new IBM Aptiva personal computer, the first part of a $20 million worldwide fourth-quarter campaign for the home PC brand.

Two 30-second and one 60-second spot will be shown in the U.S. through Oct. 8, with modified versions of the commercials airing across Europe, in Canada and in Mexico from Sept. 30 to Oct. 15.

The campaign marks the first major IBM work from Ogilvy & Mather Worldwide, New York, and the first test of how O&M will handle a global campaign for the computer company.

IBM consolidated its $500 million worldwide ad account at O&M in May.

The fast-paced, upbeat commercials, intended to build name recognition, have people talking about what they think an Aptiva is-a band, a company, a monster-before IBM explains it's really a new multimedia computer.

Aptiva ads will blanket the U.S., appearing on everything from network prime time and sports to MTV: Music Television and CNN. IBM will mount a second flight of Aptiva advertising closer to Christmas.

International media buying is being handled in local markets.

IBM stresses the Aptiva work is not the campaign coming from Big Blue this fall. That will come in October with a massive effort introducing a revamped business PC line.

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