Imagine a television advert featuring kids from around the world. They climb trees, rip up books, jump into water and swing on… swings. Some words flash up to describe the different kids: careful, impatient, logical, creative. Is it public relations for Unicef? Is it a new video from Michael Jackson? Is it a fund-raising pitch for Save the Children? Is it a promo for the adoption agency used by Madonna and Angelina Jolie? Nope, it is brand awareness for a company that sells software to make telcos work, or at least to help telcos not screw up as often. Obvious, really. Take a look…
I am looking forward to the sequel, which will feature a cast of thousands performing an elaborate and colorful song and dance sequence filmed in a single take on the steps of Subex’s new headquarters.
Yup, Subex are refusing to be ordinary. Just telling people that you hack code for telcos and work in a big office off the ring road round Bangalore, that would be ordinary. Luckily we have a press release to explain what the advert is telling us. It tells us to excel and lead by refusing to be safe and ordinary, and using situationally appropriate approaches to reach your goal. A bit like how a seven year old turns into a super hero by putting on his underpants outside his trousers. And what was the point again? Communicating the secret of Subex’s success, of course. Everyone clear?
