Micron Electronics Taps Star Trek’s Jeri Ryan for TV Ad

Micron Electronics Inc., the No. 3 direct
seller of personal computers, hired “Star Trek Voyager’s” Jeri Ryan (Seven of
Nine) to appear in a $1 million commercial.

In the series, Ryan plays a woman struggling to become human again after
being assimilated by the “Borg,” an evil collective. Voyager is one of the
most popular TV shows among PC buyers, according to research conducted by
Micron.

The commercial is part of Micron Electronics’ effort to overcome lackluster
performance and become a bigger competitor to Dell Computer Corp. and other PC
makers, according to Bloomberg News. Financial analysts laud Micron’s new
chief executive, Joel Kocher, for cutting costs. Now, they’re waiting to see
if the company can boost sales.

The commercial debuts on the Internet Dec. 28 and on television during the
coverage of the Micron PC Bowl college football game a day later. Viewers will
be able to download the 60-second commercial on the Micron Web site, along
with background on the actors and special effects. Ryan won’t be portraying
her Star Trek character.