On 4 December 2000, US firm Corning Incorporated launched a corporate advertising campaign focusing on Corning“s role in the optical networking industry. The central message of the campaign is that C…
On 4 December 2000, US firm Corning Incorporated launched a corporate advertising campaign focusing on Corning“s role in the optical networking industry. The central message of the campaign is that Corning is a major player in optical communications, and optical communications is an essential technology for the future. The campaign was developed by New York-based agency Doremus Advertising and tells Corning“s story through the imagery of light. The spots advise that while no one can predict the future, one key variable is clear: it will be shaped by the optical network, and Corning will lead the way in bringing this network to the world. “This campaign comes at a pivotal point in Corning“s 150-year history,” said John Loose, president and chief operating officer of Corning. “It is time to give our core audiences ” including investors, customers and potential recruits ” a deeper understanding and appreciation of the new Corning and its role in the future of technology development,” he added. The campaign includes two 30-second television ads and a series of four print advertisements. The print ads will run in key business publications such as the Wall Street Journal, the New York Times, Forbes and the Financial Times. Top cable channels such as CNN, CNBC and A&E History will air the television ads. “Corning“s ads are unlike anything you have ever seen before,” claimed Danny Gregory, chief creative officer for Doremus. “They balance cutting-edge technology with a very human and emotional appeal, perfectly capturing the personality of the new Corning.”