In an flourish of retro-chic, the “ello Tosh gotta Toshiba” TV advert has been revived as part of a major new marketing push from Toshiba’s Computer Systems Division...

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One of the most enduring advertisements in television history, “ello Tosh gotta Toshiba” has been revived as part of a major new marketing campaign from Toshiba’s Computer Systems Division.

Breaking on Monday 17 October, the new advertisement featured Toshiba’s memorable Blueprint man speaking the familiar tag line, “ello Tosh”, originally recorded by Ian Drury, and now updated by Madness singer Suggs.

The original advert featuring the tagline “ello Tosh” was created nearly 20 years ago in 1987 by Dave Trott, creative director from advertising agency GGT. DFGW has created the new advertisement. Although originally used to promote Toshiba’s televisions, today the phrase “’ello Tosh” from the Blueprint man will be promoting Toshiba’s latest range of laptops, highlighting features such as spill resistant keyboards and drop resistant technology.

Ad updated for the multi-product range

To give the campaign a modern edge, the advertisement features a high- tech electronics laboratory where robots subject Toshiba notebooks to a series of rigorous tests. The Blueprint man has evolved from a 2D image to 3D wire mesh man to reflect the advancement in technology over the intervening years. As well as voice over from Suggs, the advert also features rapped lyrics from JC001, who according to the Guinness book of records is the fastest rapper alive.

Matt McDowell, marketing manager for Toshiba Computer Systems Division commented, “We were looking for a way to make Toshiba’s advertising stand out amongst the noise, and the more we thought about it, the more we realised that the Blueprint man and his “ello Tosh” tagline was the answer. If you ask anyone what they think of in relation to Toshiba, most people cite the advert first.”

Taking a chance on creative longevity

Dave Waters, creative director at DFGW said, “The 'ello Tosh’ tagline has gone down in advertising history, demonstrated by the fact people still remember it today - it’s been a privilege to take the original creative and give it a modern twist. It will be interesting to see the impact the new advertisements have on the general public, and crucially the impact it will have on Toshiba’s laptop sales.”

As well as television advertising the campaign will be supported by print and online advertisements, direct mail shots and a specially created “ello Tosh” website.

About Toshiba:
The Computer Systems Division of Toshiba Europe GmbH is a leading vendor for mobile computing solutions. Headquartered in Neuss, Germany, the Computer Systems Division of Toshiba Europe GmbH is a wholly owned subsidiary of the Toshiba Corporation, the world's eighth-largest computer and electronics company. Toshiba Corporation is a leader in information and communications systems, electronic components, consumer products and power systems. The company's integration of these wide-ranging capabilities assures its position as an innovator in advanced components, products and systems. www.toshiba.co.uk/