Cut to The Chase: Trend Micro

Published on .

Company: Trend Micro, Cupertino, Calif.
Agency: PJA Advertising & Marketing, Cambridge, Mass.
Market: Information systems
Quick chase: The image of the densely packed urban skyline in this ad for Trend Micro is absolutely captivating. Chicagoans and architecture aficionados will doubtless recognize the Windy City's iconic, corncoblike Marina City, though other buildings in the image belong to someone else's skyline. Whatever. Trend Micro's primary mission is to warn readers about the possible loss of data by way of the scary headlines embedded among the skyscrapers. The compelling copy reinforces the unsettling headlines by pointing out that the latest threats to corporate and financial data are stealthy and fast. But the news isn't all bad. Trend Micro says it can help customers block the ever-increasing threats before they can inflict damage.
Clue: In b-to-b advertising, it's fair game to scare the hell out of readers so long as you offer a solution.
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