Cut to the Chase - Online

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Company: Ericsson, Stockholm Agency: N/A Market: Telecommunications managers Quick chase: Interactive advertising doesn't get any richer or more spectacular than this execution that takes viewers to sea on the Ericsson Racing Team's sailboat, which is circumnavigating the globe. The team is taking part in the Volvo Ocean Race that began in Spain in November and is scheduled to end in Sweden in June. With a click, you meet skipper Neal McDonald, who explains the conditions as the boat knifes through the sea. Those who click along get more than a thrill ride. They also get important messages about teamwork and mobile communications-two strengths that Ericsson claims in the online ad. Clue: Nautical metaphors get overused in advertising, but this is borrowed interest that works.
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