Toshiba breaks digital-copier campaign

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Toshiba America Business Solutions broke a $10 million print and cable TV campaign supporting advanced digital copiers. The campaign, created by DGWB Advertising, Santa Ana, Calif., includes an ad called "Flatline," a provocative execution of a man lying on a hospital gurney as electronic paddles attempt to restart his heart. The ad suggests that digital copiers can save a lifetime of standing at the copier. Toshiba aims to reach businesses that are starting to make the shift from analog to advanced digital technology. Toshiba, Irvine, Calif., is ranked No. 8 in the copier market behind leaders such as Xerox Corp., Canon U.S.A. and Ricoh Co. The campaign is running on CNN, MSNBC and other cable outlets; print will hit business and trade publications.

Copyright February 2001, Crain Communications Inc.

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