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Arnold on Wednesday unveiled a global advertising campaign expanding on its year-old “Where information lives” positioning for data storage company EMC Corp..
The effort, budgeted around $100 million, more than doubles the ad spending by Hopkinton, Mass.-based EMC, sources said.
Couched as a series of cautionary tales, each posing as a special-effects laden “mini-movie,” the new spots employ fantastic situations to tout EMC as the “guiding light” of the technology sector.
In a 60-second execution titled “Information Invasion,” a meteor storm symbolizes the challenge of harnessing vast amounts of information.
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