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Cut to the Chase: Microsoft Corp.

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Company: Microsoft Corp., Redmond, Wash.
Agency: JWT, New York
Market: IT
Quick chase: Complex business systems and products don't have to be communicated in complex ways. Microsoft demonstrates that point with an ad that uses simple illustrations to underscore the benefits of using three of its products that allow employees to securely collaborate on a project, regardless of their location. There's a box for the Office SharePoint Server, one for Unified Communications and one for Forefront. The image is accompanied by the headline: “Communicating, accessing and sharing ideas more securely.” The copy reinforces the headline's promise: “Your people will be able to seamlessly collaborate when, where and how they like, allowing ideas to flow safely and freely.” Clue: We must have the Russian version of the ad because the characters are named Ivan, Svetlana and Boris.
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