James home alone

An extraordinary advertising alliance was formed for the launch of the e-butlerWith the progressive expansion of the global village and the associated mobility, the function and importance of the home is dwindling to a pit stop. To avoid finding the hamster's skeleton in the wheel and uninvited guests in the bed during these occasional stays, James keeps the apartment in shape around the clock and provides information about various events via text message, e-mail or telephone. So it comes as no surprise to anyone that the broad launch campaign for the electronic house servant from Switzerland was largely created via the Internet, in line with industry standards, across an ocean and a continent. In addition to the Zurich-based James manufacturer, start-up company Starseed, the Gebel advertising practice and Frame by Frame in Zurich and Los Angeles and - last but not least - a good friend were involved in the pioneering patchwork creation: Liliane Lerch with her surf-through agency. For the 17 low-budget commercials, the busy Californian by choice hired several students from the renowned American Film Institute (AFI). page 10