Grey SF, Norton ‘Boldly Go’ Over the Top

By Erik Oster Comment

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.

We’ve got credits after the jump.


Client: Norton
Spot Title:  Boldly Go
First Air Date: June 2, 2014
Agency:  Grey Advertising
Chief Creative Officer: Curt Detweiler
Creative Director: Ari Halper, Stephen Krauss, Michael Buss
Art Director: Mark Chila
Agency Producer: Julie Costanzo
Production Company (location): HSI U.S.A. / Person Films Italy
Director: Michael Haussman
Director of Photography: Paolo Caimi
Editor (person & company): Marco Perez, Union Editorial
Music/Sound Design (person & company): Adam Harriman, Stephan Altman, Mophonics