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Goodby Silverstein unravels the mystery of Cisco

Cisco Systems claims to be the world’s biggest ‘networking’ company but what does that actually mean? It posts more stuff on Facebook and Twitter?

If anyone can make sense of these mysterious corporations and their cloud-ish products it’s San Francisco’s Goodby Silverstein – producer of sterling work for Adobe over the past few years among many others – and here it is telling us what Cisco does.

And, yes, you’ve guessed it, it’s making a better world.

It remains a mystery why the world doesn’t seem to get much better despite the noble and altruistic efforts of all these big American corporations, but there you go.

Corporate guff aside it’s a high competent docu-ad that does, indeed, tell us something about what Cisco actually does. It has trucks too, it seems, which is reassuring somehow.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.
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