Qualcomm Tries to Humanize Smart Technology With First Branding Campaign

DDB work asks 'Why wait' for the future?

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It's easy to imagine technology's ever-expanding presence in our lives leading to a bleak, dystopian future, like something out of George Orwell's 1984. Technology giant Qualcomm's new brand campaign is a bit more optimistic, envisioning a future where technology enhances humanity, making our lives just that much simpler. 

With the 30-year-old company's first major corporate image advertising campaign from DDB in San Francisco, Qualcomm—a category leader in 3G, 4G and next-generation wireless technologies—wants to raise its profile.

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