And, something for the ladies in the audience....
CHICAGO--(BUSINESS WIRE)--March 20, 1997--Extending the
successful television campaign launched at the beginning of the year,
U.S. Robotics (NASDAQ:USRX) is now breaking a new spot featuring the
first American woman in space, Sally Ride.
The company also plans to run the campaign in Europe as part of
its strategy to build a master brand. The Leap Partnership, Chicago
(NASDAQ: LEAP) created and produced the campaign.
In similar fashion to the two original spots that featured Apple
co-founder Steve Wozniak and Oxford physicist Professor Stephen
Hawking, the Ride spot talks about how life has changed as a result
of the high speed modem technology called x2(TM).
"The response to the message in our television campaign has been
overwhelming, and we have an opportunity to highlight the benefits of
x2 with Sally Ride," noted Jerry Johnston, VP Corporate Marketing
and Communications.
In "Ride," the astronaut notes, "The human race is driven to
explore new worlds. To climb higher. Reach farther. Go faster.
It's true in space. And it's true in cyberspace."
"The 'Visionaries' campaign allowed us to establish U.S.
Robotics' view of a bigger world being accessible through
technology," said Tom Sharbaugh, President of The Leap Partnership.
"This spot focuses on speed as a key attribute in selecting
communications technology."
The advertising highlights U.S. Robotics' new x2 Technology.
The company has shattered the speed barrier and was first to market
with its 56Kbps capable modem. x2 dramatically improves the Internet
experience by allowing users to download text and graphics nearly
twice as fast as V.34 or 28.8 modems over regular phone lines. |
