Agency: Ogilvy & Mather, Chicago
The tagline in this ad for CDW is “People Who Get IT.” But the Chasers aren't sure they get the point of the ad, in which the headline says: “Time spent sitting at desks. That aren't yours. ... Solved.” The headline, at least to us, seems more aimed at IT/help-desk types who would prefer not to make house calls and do the hand-holding in the employee's cubicle or office. They seem to prefer to deliver the tech support online or over the phone. Copy empathizes with its audience by stating: “The monotony. The minutia. The "simple tasks.' We get it and we do it, so you don't have to.” There, CDW, the provider of technology products and services, appears to be talking to the small-business owner, not the IT guy. We would rethink the headline so that an audience of small-business owners understands that the ad is for them. Rating: 2 stars
