EDS: Running With the Squirrels

Electronic Data Systems marketing chief Don Uzzi and Publicis Groupe's Fallon Worldwide try to recapture the magic of their popular smash"Cat Herders"from the 2000 Super Bowl, though sequels are never easy, not least because expectations are so high. See also"The Dog Strikes Back,"Volkswagen's 2012 attempt to at least match the success of"The Force"in 2011.Instead of the western plains of the United States and cats to herd, the follow-up presents hundreds of Spanish men running narrow streets with squirrels instead of the standard bulls. (Six people would begored by bullsin the real Pamplona that year.) If it's not quite as fresh as the original, the business metaphor is arguably better.EDS, a billion-dollar business-to-business marketer founded by Ross Perot, was purchased by HP for $13.9 billion in 2008.Director: John O'Hagan, who also directed "Cat Herders." Production Company: Hungry Man. Director of photography: Peter Bijiou. Producer: Sally Humphries.Art director: Dean Hanson. Copywriter: Greg Hahn. Agency producer: Marty Wetherall. Agency digital producer: Bob Wendt.VFX: Sight Effects. VFX supervisor: Melissa Davies. Producer: Andrea Morland. CGI animators: Michael Capton, Kim Dail, Dariush Derakhshani, Ernie Rinard, Michael Teperson, Chris Wells. Compositors: Christine Goldby, Michelle Steinau, Scott Polen. Music: Asche & Spencer.BRAND:EDSYEAR:2001AGENCY:Fallon WorldwideSUPERBOWL:XXXV