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Cut To the Chase

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Company: Dell, Round Rock, Texas
Agency
: N/A
Market: IT management
Quick chase
: We're all for an engaging online gimmick to get visitors to play along. In this case, Dell invites visitors to drag a sleek-looking car across the banner ad, which then sends a series of cars zooming across the top of the page. Cool stuff. The action helped drive people into the headline: "By partnering with Dell … DaimlerChrysler Corp. is accelerating the automotive industry." Visitors are invited to click to learn more about the Dell-DaimlerChrysler relationship. And do they ever. The landing page offers a text-intensive case study on how Dell helped the automotive company fulfill its computing needs. One of the advantages to the Web is that it has virtually unlimited space to tell or sell. But this case history will exhaust the curiosity of visitors to the page. The story could be told much more efficiently. Clue: Maybe the copywriter got paid by the word.

Company: Intel, Santa Clara, Calif.
Agency
: McCann Erickson, San Francisco
Market
: IT management
Quick chase: The archetypes of banking are brought to the forefront in this ad from Intel. Note the stately columns, the neatly arranged rows of small, gray vaults and phones; the orderly, unadorned look of the stage set. The woman in the geek-chic eyeglasses looks pleasant and in charge. The staging works magnificently with the headline: "Multiply security and maximize uptime." Copy underscores the product's promise: "Manage smarter. Repair PCs or deploy security upgrades remotely, even if they're powered off. Automatically isolate an infected desktop from the network before it infects other PCs. With 64-bit capable Intel vPro technology you multiply your company's possibilities."
Clue
: We're guessing there's an Intel inside each of the vaults.

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