GS&P Imagines ‘The Last Traffic Jam’ for Cisco

By Erik Oster 

Goodby Silverstein & Partners launched a new campaign for Cisco Systems, touting the Internet of Everything, entitled “Building Tomorrow Today.”

In “The Last Traffic Jam,” the agency imagines a recreation of a traffic jam in a museum presented as the “scourge of 20th century city life.” Near the conclusion of the spot, the voiceover assures viewers, “…one day soon, we’ll see the last one ever,” since “Cisco is building The Internet of Everything for connected cities today that will confine the traffic jam to yesterday.”


It’s an intriguing approach. After all, who wouldn’t want to see the traffic jam turn into a museum relic? Other ads in the campaign will reportedly follow a similar approach, presenting “last” scenarios (including “the last product recall,” according to Campaign). It will be interesting to see where Goodby Silverstein & Partners takes the idea next.


Client: Cisco Systems.

Agency: Goodby Silverstein & Partners
Partners: Jeff GoodbyRich Silverstein
Creative Directors: Nick KlinkertJustin Moore
Art Director: Sam Luchini
Copywriter: Roger Baran
Director of Broadcast Production: Tod Puckett
Executive Broadcast Producer: Hilary Coate
Broadcast Producer: Stephanie DeNatale
Worldwide Group Account Director: John Coyne
Account Director: Tanin Blumberg
Account Manager: Annalisa Dreese
Assistant Account Manager: Chelsea Bruzzone
Group Brand Strategy Director: Kelli Robertson
Brand Strategist: Graham North
Junior Brand Strategist: Marisa Perazzelli
Senior Business Affairs Manager: Mary Marhula

Production Company: Reset
Director: Johnny Green
Director of Photography: Lasse Frank
Producer: Laure Stevens
Executive Producer: Jeff McDougall

Editorial Company: Final Cut
Editor: Jeff Buchanan
Assistant Editor: Scott Butzer
Senior Producer: Suzy Ramirez
Executive Producer: Saima Awan
Telecine: MPC
Colorist: Mark Gethin
Color Producer: Summer McCloskey
Executive Producer, Color: Amanda Ornelas

VFX/Finishing: The Mill
Executive Producer: Sue Troyan
Senior VFX Producer: Kait Boehm
Shoot Supervisors: Tim Bird and Dan Williams
Creative Director: Tim Bird
2D Artists: Joy Tiernan, Ben Smith and Anthony Petitti
PreVis: Matt Neapolitan
VFX Coordinator: Daniel Midgley

Music: Barking Owl
Sound Design: Barking Owl
Sound Designer: Michael Anastassi
Creative Director: Kelly Bayett
Head of Production: Whitney Fromholtz
Mix: Eleven Sound
Mixer: Jeff Payne
Assistant Mixer: Ben Freer
Producer: Dawn Redmann
Executive Producer: Suzanne Hollingshead
Design Studio: Elastic