LOTUS POPS OFF THE SCREEN

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MARKETER: Lotus Development Corp.

WHERE TO FIND IT: News.com, CNN.com and others

CRITIQUE: Every now and then it's good to get back to the basics.

Amid the push and pull for better beyond-the-banner marketing applications and more interactive uses of the banner space, it's refreshing to come across old-school animated GIF ads that remember all the principles of design learned before there ever was a computer.

Lotus is running ads for its latest Domino product that pop off the screen without dipping into the screaming neons of the Web palette.

They don't even flash and blink too much. The "Super. Human. Software" ads simply stand out by utilizing Color Theory 101 tactics: Bright, heavy-contrast colors and bold sans serif type.

Super, indeed.

If you're a corporate IT person, you want to know about this product. Click.

If you're not, you might be curious how the extremely non-superpeople pictured in the ads can be heroes. Click.

And the targeted minisite that the banners take you right to will sell product just as well as any streaming-pushed-Java-video-interstitial would.

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