CDW Kicks Off New Spot on Monday Night Football

TV Ad Features Charles Barkley Trapped in the Internet

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Tech company CDW is kicking off a new spot tonight on ESPN's "Monday Night Football," its latest in a campaign featuring basketball player Charles Barkley that began at the end of September.

The newest spot, "Four Places at Once," was created by Ogilvy & Mather Chicago and shows Mr. Barkley appearing in four different places on a computer screen during an earnings video call. It is designed to showcase the multi-tasking capabilities of Microsoft Surface Pro 4 -- a CDW partner.

"The campaign shows how CDW and its partners can help solve key business challenges," said Dean Lamb, director of marketing at CDW. "This ad shows how Microsoft Surface Pro 4 works, alongside Office 365 and Skype for business."

In the spot, Mr. Barkley pops up next to businesspeople during an earnings meeting on a Skype conference call. "It's O.K., they can't see me." Mr. Barkley says. "Yes we can," they reply.

The spot is the fourth in a series of ads that feature other CDW technology partners, including Intel, HP and Lenovo.

"We were looking for a way that would be unexpected with the audience to break through a lot of the noise, especially with IT decision-makers," Mr. Lamb said. "The first goal of the campaign is to drive awareness of CDW and its partners."

The second goal is to drive engagement with IT decision-makers by delivering content on a landing page,, which features long-form videos about Mr. Barkley's journey through the internet, case studies and product information about CDW's partners.

The third goal is to "ultimately drive to purchase," Mr. Lamb said. "How do we bring more people in at the top of the funnel and help customers get from the top of the funnel to the bottom of the funnel?"

The campaign also includes online ads, radio spots and events tied into CDW's sponsorship of the NFL. The budget was undisclosed.

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