This campaign launched the IBM Thinkpad, IBM's first laptop offering, in the US. It ran in mainstream magazines as well as PC World, PC Week, Wired and other tech magazines. The challenge was to make Big Blue's offering cool and fun for consumers who looked at the brand as mostly a hardware provider for big business. Cheeky headlines and copy that was easy and fun to read while delivering all the benefits of laptop computing and the technical specs helped the new product line make a big splash.
This ad focused on the leveraging technical pedigree of IBM combined with a "cool" new concept and design to appeal to the pocket-protector road warrior. I took the high-performance sports car metaphor and kind of let it run away with me.
BODYCOPY:
As they say, it's all in the genes.
Introducing the ThinkPad From IBM. The slickest, sleekest little umber that ever crunched one. A mere seven-and-a-half pounds of brains and beauty that begs you to take it anywhere. And once you own one, that's exactly what you'll do.
The top-of-the-line ThinkPad 700C sports a screaming 486 SLC 25Mhz processor. But it's built for comfort, too. There's a surprisingly roomy interior, with a full-size ergonomically designed keyboard. And a screen that literally bends over backwards.
Strategically placed on the keyboard is a little red spot called the Trackpoint II. It does what a mouse would do with a few million more years of evolution. Nothing dangles; it's part of the soul of the machine. You can operate it with one fingertip. And it lets you think on any terrain, even one without any flat surfaces.
The ThinkPad's screen is a thing of almost aching beauty. Its 640 x 480 VGA resolution is sharper than that of many desktop computers. It displays 256 colors. And it's the biggest screen on any notebook. So it's very easy on the eyes.
The ThinkPad comes standard with things some other notebooks don't even offer as options. Like 4MB of memory, upgradeable to 16MB 120 MB of hard disk space. Pre-installed DOS 5.0 and PRODIGYR. You can soup it up with a turbo-charged 486SLC2 50/25 Mhz processor - just one of the upgrade products IBM offers. And the hard disk is removable, so it's easy to upgrade and share your ThinkPad, not to mention the great security and virtually unlimited storage.
The ThinkPad blows the doors off its competition in an even more surprising arena. Price. Any ThinkPad in the line will give you more for your money-and your psyche - than any other notebook.
If you have questions along the way, ThinkPad Models 700C and 700 are supported by HelpWareTM, an invaluable service package that includes a three-year international warranty.
For more information or an IBM authorized dealer near you, call out Person Systems HelpCenterTM 24 hours a day, 7 days a week at 1 800 772-2277.
Then just park one in your lap and see what happens.
This ad's focus was the ability the Thinkpad gave the user to be a creative genius anywhere.
BODYCOPY:
Talk about poetry in motion.
Introducing the IBM ThinkPad 300. Less than six pounds of brilliance and beauty that can accompany you hither and yon. And won't cost you an outrageous fortune.
ThinkPad 300 comes with 4MB of memory upgradable to 120 MB. There's even a math co-processor available.
But while ThinkPad is the ultimate tool for your mind, we didn't forget the rest of you. So there's a comfotable. ergonomically designed keyboard with a numweric keypad built in. And a feature that lets you take a break and pick up where you left off. The display is a big 9.5" with incredibly sharp 640x480 VGA resolution. Since complex ideas are rarely black and whie, ThinkPad displays 64 shades of gray -- enough to express the subtletites of anyone's gray matter.
ThinkPads set you free, with a worldwide AC adapter and a port replicator, so you don't have to detach and reattach peripheral cables when you take your ThinkPad with you. There's and Ethernet LAN port right on the machine, with Data Only (2400 baud) and Data/Fax (2400/9600) availble, too. The dual VGA connector lets you display on other monitors and keep the control right in your lap.
Alas, even the greatest thinkers don't always have all the answers. So ThinkPad comes with HelpWare(TM, an invaluable service package including a one-year international warranty and 24-hour, seven-day-a-week assistance by fax, electronic bulletin board or toll-free phone, as you like it. To learn more about ThinkPad, or to order, call 1-800-IBM-2YOU. Or visited your nearest IBM authorized dealer.
And experience your next flight on a higher plane.
