Ad of the Day: Amid Chaos, Cisco Says ‘There’s Never Been a Better Time’

GS&P's global ads are glass half full

To those who would say the world is falling apart in a hurry, Cisco would counter that, in fact, thanks mostly to technology, it's the most wonderful time to be alive.

That optimism is given a hard-working spin in the high-tech networking company's eye-catching new global campaign from Goodby Silverstein & Partners under the theme "There's never been a better time." It's the first work under Cisco's new CMO, Karen Walker, and it aims to reintroduce the company to the world with a brave point of view.

"No matter how ambitious your dreams or how impossible the problems you're trying to solve, the technology already exists to make it happen," said Will Elliott, creative director at GS&P. " 'There's Never Been a Better Time' celebrates how empowered we are today by technology. The message is an optimistic rallying cry to do something amazing right now."

Launching Tuesday, the campaign includes TV, online films, print and out-of-home. The theme of the ads is how Cisco helps people worldwide make the impossible possible.

The work includes a spot called "People in Crisis," which focuses on Cisco's Tactical Operations team and its role in providing mobile technology and communications in humanitarian crises like the refugee situation in Europe.

Here is a spot about how Cisco systems power self-driving trucks in the world's biggest copper mines:

There's also an anthem spot, in 30- and 60-second cuts. Check out the :30 on YouTube.

The spots will run on TV during the NBA playoffs and across Turner Network Television channels. The online media buy will focus on tech and business sites such as Forbes, Fortune, Fast Company and the Atlantic. The global effort also includes a website redesign, partner joint marketing strategy and employee engagement efforts.

The OOH work is below. 

CREDITS

Client: Cisco

Agency: Goodby Silverstein & Partners

Title of Creative Work: There's Never Been A Better Time

Creative

Co-Chairmen: Rich Silverstein

Creative Directors: Will Elliot, Patrick Knowlton

Associate Creative Director: Felipe Lima

Art Directors: Maggie Bradshaw, Jeff Limon

Copywriters: Jonathan Pelleg, Alex Maleski, Jacob Baas

Executive Digital Artist: Jessica Pettigrew

Production

Director of Production: Tod Puckett

Executive Broadcast Producer: Hilary Coate

Broadcast Producers: Timothy Plain, Tess Kenner, John Riddle

Sr. Art and Print Producer: Alisa Latvala

Executive Interactive Producer: Danaa Zellers

Account Services

Group Account Director: John Coyne

Account Director: Tanin Blumberg

Project Integration Director: Liz Clark

Account Managers: Chris Nilsen, Bryan Wilson, Sam Thayer

Assistant Account Managers: Reesa Kashuk, Cameron Yates

Account Coordinator: Caitlin Kinney

Brand and Communication Strategy

Brand Strategy Director: Graham North

Brand Strategist: Marisa Perazzelli

Jr. Brand Strategist: Nora Allibhai

Community Strategy Deputy Director: Dong Kim

Communication Strategy Director: Nicole Richards   

Director of Communications: Meredith Vellines

Business Affairs

Director of Business Affairs: Judy Ybarra

Business Affairs Manager: Anna Diokno

Production Companies

"People in Crisis"

Editorial/Post/Visual FX Company: Imaginary Forces

Creative Director: Michelle Dougherty

Lead Editor: Danielle White

Editor: Jess Ledoux

Flame Artist: Rod Basham

Art Director/Animator: Dan Meehan

Designer/Lead Animator: Timothy Williams

Designer/Animators: Carlos Enciso, Jay Kim

Animator: Gabriel Perez

Designers: Mariah Hourihan, Wes Yang, Kris Fortin

Design/Animation Intern: Robert Harrison

Executive Producer: Ben Apley

Head of Production: Tina Starkweather

Producers: Fayna Sanchez, Will Arnold

Coordinators: Rachel Cohn, Krista Templeton

PA: Kaitlyn Finn

Footage sourcing and licensing Company: Stalkr