Run, Roosters, Run!

Thousands of determined roosters scrambling to get to Wall Street for a group wake-up call are part of Computer Associates' new global advertising campaign.

The campaign, created by Young & Rubicam in New York, will cost more than $100 million during the next 12 months to focus on the company's e-business products.

CA hopes the 30-second slot of computerized roosters and the more subdued print ads reach over one billion households in more than 165 countries.

"There's no way people are not going to be seeing this campaign," says Nancy Williams Bhagat, CA's director of corporate branding. "It's part of our bigger corporate strategy; who we are as a brand, how we want people to see us and the fact that we're a trusted partner."

CA has roughly 6,000 partners worldwide.

"This [ad campaign] should definitely benefit our partners," Williams Bhagat says. "CA has made a significant investment into our corporate communications and it's important to recognize we're very optimistic about the future of the company."

TV commercials will air over 26 weeks on network television in eleven countries; United States, Canada, U.K., Australia, Brazil, France, Germany, Italy, Japan, China and Taiwan.

In the United States, commercials are appearing during primetime hours between high-rated programs such as ER, Frasier,The West Wing, the NBA Playoffs and NCAA Basketball match-ups and golf's U.S. Open.

One- and two-page spreads feature a handsome, blue-eyed, dark-haired man. The main message: "Hello Tomorrow. We are Computer Associates. The software that manages e-business."

Williams Bhagat says there won't be a rooster series of TV commercials, but ones that will air in the future will be just as creative.

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