Seagate hasn’t had to hard-sell its products directly to consumers hitherto, as manufacturers and disk drive resellers account for most of its sales. But all that will change in December with the airing of Seagate’s maiden commercial aimed at generic consumers.

Brian Dexheimer, the company’s president for consumer solutions, views the upcoming ad campaign as both an experiment and opportunity. The ad campaign will proclaim the indispensability of Seagate drives and show no gender bias – its Seagate not Gillette; there will be a separate set of ads for both men and women. Seagate’s ad budget has seen a substantial increase of 40% this year.

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