Grey San Francisco has created a new rebranding campaign for Norton that demonstrates a certain flair for the dramatic.
The anthem ad at the center of the campaign features lines like “The boldest gift has yet to be given,” “The boldest file has yet to be downloaded, without a second thought” and “The boldest life is out there.” At its conclusion, the spot advises, “Go boldly and you will find bliss.”
To us, this message translates as: “Go ahead and download that torrent; your antivirus software can handle it.”
Our protagonist–presumably so excited by Norton’s software that he can’t contain himself–proceeds to triumphantly rip off his own shirt. Maybe it was the confidence that came from knowing that his photo folders are safe…even if they’re not on the cloud.
Digital ads will appear on CBS News, CNN, Forbes and YouTube, with print ads planned for The Wall Street Journal and Forbes.
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