Creative: Critique - Firsthand

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Firsthand
Experience the new and unexpected

Put the words “integrated” and “solutions” together and the average eyeball not only glazes, but shellacks and polyurethanes itself.
So it’s a relief that these commercials for marchFIRST, a “leading global Internet professional-services firm featuring multidisciplinary approaches to empower companies in the new digital economy,” skip that.
They avoid the trendy cliché of “being empowered in the new digital world” (whatever that means). Instead, they offer amazingly rich, unexpected visuals about people confronting the scary concept of change.
Just as the Apple campaign a few years back linked itself to genius, these spots fasten on the idea of being first.





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