Lightening the Data Overload

Howard, Merrell & Partners’ kick-off campaign for SAS software tackles a quintessential problem plaguing high-tech firms looking to gain market share—converting complex services into commonplace imagery.

Two exquisitely shot and digitally enhanced 30-second television spots use falling rain and wheat being harvested to convey the essential message: unrefined data is worthless unless converted into usable knowledge.

“SAS has the ability to mine and cleanse data and pluck information out of it,” said HM&P creative director Scott Crawford.

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