Charles Barkley stars in new CDW campaign


Via Ogilvy & Mather/Chicago, CDW, provider of technology solutions for business, government, education and healthcare, has launched another extension of its “People Who Get IT” effort featuring NBA Hall of Famer Charles Barkley.

Rebounding from his lose-to-win performance in CDW’s previous “Client Golf” campaign, the new campaign – “Winning on the Road” – features Barkley, the ultimate road warrior, hitting the road to win business, armed with the latest technology products and mobility solutions in the ultimate mobile office, powered by CDW. The campaign launched 3/16 with spots appearing on national television and radio, in print, along with a full online digital effort.

Barkley returns as an IT employee at the fictitious company Gordon & Taylor. After being introduced as the company’s “IT Ringer” hired to help win a corporate basketball league championship, and then deployed as the “Client Golfer” to win business by losing to clients on the golf course, Barkley again proves how he can help Gordon & Taylor win. Knowing that if you want to take your business to the next level, you have to win at home and on the road, he and the Gordon & Taylor team begin their journey in the ultimate mobile office powered by CDW.

The “winning at home and on the road” campaign theme allows CDW to showcase the latest products and solutions for enterprise mobility, data center optimization and network optimization, among others. The ultimate mobile technology office in the ad spots features partner solutions such as data center solutions from Cisco, NetApp and VMware and printing solutions from HP, along with the CDW capabilities that power these solutions.

The integrated campaign features broadcast, print and online advertising; a “Winning on the Road” microsite where users can follow Gordon & Taylor’s journey and see how CDW powers high-profile sports facilities; social media and internal engagement programs; sales enablement; and, public relations support. The ads will run on CBS, TBS, TNT and truTV during college basketball.