The Time Group has created two new fictional characters, the evil genius Dr Apocalypse and his trusting but ugly sidekick Igor, to appear in a new pounds 5m advertising campaign to support its Time Computers brand.
The TV ads, which break on Christmas Eve, are the first through newly appointed agency HHCL & Partners, which won the account from BDH TBWA in September. The two characters, who are seeking a new computer to help them take over the world replace Leonard Nimoy, who featured in Time's last ads, which ran in August. The group also ran some deal-led ads in October, which were created in house.
The 40- and 20-second commercials will run throughout January and be supported by national press ads, a 15 million door-drop campaign and magazine inserts. Media is through CIA Manchester.
The campaign is the first under the group's new marketing director Mike Phillipson, who joined from First Direct in August. Phillipson wants to develop Time into a 'life technology brand' and believes the drive will differentiate Time from Dixons store group.