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EMC, BUFFED

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Information storage company EMC ditches the sweeping cinematic style of its 2000 ad campaign in favor of a more sedate, humorous approach in its latest TV effort from Arnold.

A 30-second commercial that broke nationwide last week shows a maintenance man buffing the floor in an office- building lobby. The man becomes distracted by a blonde behind a desk, causing him to bump his buffing machine into the lobby's welcome sign. After some letters fall off the sign, it reads, "Welcome you clowns, please go."

A voiceover says, "Losing a little information is no big deal, right? After all, it's not like it's critical to your business. A reminder from the first name in business continuity."

Hopkinton, Mass.-based EMC continues to use the line, "Where information lives."

Last year's TV effort from Boston's Arnold was a big-budget affair that featured apocalyptic imagery, cavemen and astronauts.