The campaign, with the theme "amd @ work," is an extension of the print ads started early this month in business publications.
The chipmaker will devote more than half its $10 million 1996 corporate budget to the TV and print effort, which runs through November, via Hill, Holliday, Connors, Cosmopulos, Boston.
AMD admits it's not widely known outside tech circles; the company is probably best known as an also-ran to Intel Corp. in PC microprocessors. The new campaign takes AMD beyond the personal computer to show the variety of devices and technologies that use its chips.
"A lot of people just don't see us being this broad-based supplier," said Bob Kennedy, manager of corporate advertising.
Ads explain how AMD chips "make the technology that people use today more affordable, more powerful, easier to use," Mr. Kennedy said.
The TV effort is a re-edited version of an aborted spring campaign. AMD nixed those spring TV spots about the "passion" of the company, concluding that the advertising was not focused enough.
FOCUS ON BENEFITS
The new commercials focus more on the benefits people get from AMD-powered computers and communications equipment. Five 30-second spots, and four page and spread print executions, show people using AMD-powered technology.
In one ad, a woman stuck in a taxi stays connected with a laptop and cellular phone, both using AMD chips. Another spot shows people setting up a dinner date via e-mail; AMD pitches how it helps move Internet traffic.
AMD will use the campaign to build awareness among large and small business users, technology manufacturers, investors and employees.
TV will air in New York, Los Angeles, Chicago, San Francisco, Boston, Seattle and Austin, Texas.
The company has facilities in Austin and has Seattle in its schedule to reach management at Microsoft Corp.
"Without going into that region, I don't think a lot of those folks are going to see that message," Mr. Kennedy said.
Under a deal with Microsoft, AMD microprocessors carry a "Designed for Windows 95" logo.