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CISCO SYSTEMS Agency: Goodby Silverstein & Partners, San Francisco Demonstrating a sense of vision and leadership, Cisco Systems uses a series of rapid-fire images that are youthful and multicultural to reassure the audience that there's an order to the universe, that the so-called “next big thing” is something to be embraced and celebrated. While Cisco doesn't exactly say how it will help make the “Internet of everything” all work, the 30-second spot conveys a sense of optimism and excitement about what lies ahead. The feminine voice-over sounds warm and approachable. Cisco uses the spot to position itself as a company that can take customers into the future. Rating:
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