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Gateway enlists Michael J Fox for TV ads

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Gateway has enlisted the help of film star Michael J Fox to help pull customers into its shops.

The "People Rule" ads featuring the Back To The Future and Spin City pint-sized actor will start to appear on quality TV, er sorry, American network TV, tonight.

Developed by New York-based McCann-Erickson, they will show Fox "overcoming many of the same technology challenges Americans face every day," Gateway promises.

"Michael J Fox is a beloved cultural icon who's the perfect representative for the Gateway brand," said Stuart Redsun, VP of consumer advertising for the San Diego-based company.

"He's honest, direct and approachable - qualities our people work hard to instil in Gateway products and services," spouted Redsun.

In a separate agreement, Gateway agreed to provide technology to the Michael J Fox Foundation for Parkinson's Research. Fox recently quit TV show Spin City due to his struggle with Parkinson's disease.

Last week Gateway posted a $94.3 million loss for the fourth quarter, while announcing it would lay off ten per cent of staff. Research out today from Dataquest suggests the PC market grew by less than 15 per cent in the fourth quarter of last year. ®

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