Toshiba breaks 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 spot 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 ranked No. 8 in the copier market, well behind leaders Xerox Corp., Canon U.S.A. and Ricoh Co., and wants to become one of the top three brands within five years. 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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