EDS previews New Super Bowl Ad


Now That the Dust Has Cleared From Cowboys Herding Cats, a New Super Bowl Television Ad Promises to Raise the Roof

EDS Invites Canadian Media to Join a Telephone Conference, Launching the Third In a Trilogy of Quirky Productions

TORONTO, Jan. 16 /CNW/ — Tomorrow’s preview of the third in a trilogy of quirky television advertisements will set the stage for Electronic Data Systems’ (NYSE: EDS) (EDS) return to the Super Bowl to defend its title as the leader in helping company’s become faster and more agile.

Sheelagh Whittaker, EDS Canada’s President and CEO, invites media to learn about the new ad in a telephone conference (listen only) on Wednesday, January 17, 2001, from 12:15 p.m. to 12:45 p.m. EST. Dial 1-517-267-0146 to participate. The conference host code is 277455. A sneak preview of the EDS Super Bowl ad in New York City will be provided Wednesday by Don Uzzi, EDS senior vice-president, global advertising, marketing and communications.

“The spot brings to life a metaphor that describes big companies trying to outrun smaller, more nimble competitors,” said James Toccacelli of EDS Canada Inc. “It’s not just giant competitors that have to be outrun in today’s digital economy, and as the world’s leading pure-play technology company, EDS helps our clients gain an edge by supplying them with the right technology.”

The theme and style of the new advertisement will reflect and build upon the unique 60-second “Herding Cats” ad first broadcast during last year’s Super Bowl. Bringing life to the expression “like herding cats,” the award- winning ad was set in the genre of U.S. Wild West movies. It profiles brave men and women riding the Great Plains, not moving cattle, but herding and roping house cats, even quelling stampedes. Herding Cats generated more than one million hits on EDS’ Web site. It was ranked No. 1 in most online polls and USA Today said EDS is among “first-time Super Bowl advertisers who got into the end zone,” ranking the ad in the Top 10. In Canada, “Herding Cats” outpaced the Molson Canadian “Rant” commercial as the favorite advertisement in Canada according to the National Post’s Armchair Critic poll.

The trilogy’s popular second ad, “Airplane” was unveiled in November during COMDEX, in Las Vegas. The ad is a humorous play on the business metaphor of “building an airplane on the fly.” It focuses on EDS’ ability to build and upgrade client businesses for the digital economy while they’re up and running.

EDS in Canada is the country’s foremost professional IT services company, committed to the delivery of comprehensive end-to-end IT solutions that support the business strategy of a diverse base of client organizations. The company’s 8,300 professionals deliver services in a variety of industry sectors including financial services, manufacturing, government, health care, Crown corporations, communications, transportation and energy. By applying consulting, information and technology expertise in innovative and productive ways, EDS helps clients improve overall performance, extend their enterprise ahead of their competition and serve their customers more effectively and efficiently.

For more information please contact James Toccacelli at (416) 814-4637, or via e-mail at james.toccacellieds.com.

Please Join Don Uzzi, EDS Senior Vice President, Global Advertising, Marketing and Communications and David Lubars, Fallon Minneapolis President and Executive Creative Director via teleconference (listen only).

For the Premiere Screening And Post Screening Q & A of the EDS Super Bowl XXXV Commercial

Wednesday, January 17, 2001, 12:15 – 12:45 pm EST

DIAL IN#: (517) 267-0146 HOST CODE: 277455

Media reception will be held at the ESPN Zone, Times Square, New York

Please contact Mostafa Razzak with Edelman PR Worldwide at (212) 704-8245 or at mostafa.razzakedelman.com for more information or if you would like to arrange a post-conference interview.