Enjoy the journey

Impactful design and copy-lite immediacy is all well and good, but sometimes giving people something to get their teeth into can be just as effective. This is from a series of ads for a company that specialises in retrieving your precious lost files, tunes, photos etc. when your PC crashes. What I love is that the copy takes you on a bit of a journey, nicely evoking the frustration you feel when your computer stubbornly fouls up. The reveal of the company name at the end is almost an afterthought, and I like the confidence that implies; no need to shout about benefits because everyone has felt that impotent rage when technology pulls the rug from under our feet.
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Blue screen of death

Blue screen of death

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