Christina Hendricks revisits the office for Juniper Networks
The campaign marks the debut of a new creative partnership with PLEX by TBWA, a specialty practice founded within TBWA\Chiat\Day’s Los Angeles office that builds brands for the world’s most complex and technical businesses.
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Juniper Networks, leading innovator in networking technology, is announcing the launch of an all-new brand campaign and platform, The Now Way To Network, featuring actress Christina Hendricks.
The campaign marks the debut of a new creative partnership with PLEX by TBWA, a specialty practice founded within TBWA\Chiat\Day’s Los Angeles office that builds brands for the world’s most complex and technical businesses.
The Now Way to Network was born out of the insight that “up and running” tends to be the gold standard in the current state of networking. However, this is in contrast to today’s IT leaders who are being held to seemingly impossible standards to keep up with the ever-changing landscape of work - with return to office, generative AI, data centre management and more.
The secret sauce: Juniper’s AI-native network surpasses the competition (some analysts say their AI is 18 months ahead of #2) resulting in the benefits of self-healing, self-configuring and self-detecting capabilities. To combat conventions, the brand strategy is all about showing people there’s a new way to network that breaks expectations of what a network can do.
Credits
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- Agency TBWA Chiat Day/Los Angeles
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Credits
powered by
- Agency TBWA Chiat Day/Los Angeles
- Talent Christina Hendricks
Credits
powered by
- Agency TBWA Chiat Day/Los Angeles
- Talent Christina Hendricks
The creative platform is an evolution of the strategy by introducing the concept of “now”, not “next”. This is a network that is built for AI to create tangible benefits that impact your business today, not shiny AI hype for tomorrow.
No stranger to the ins and outs of business operations, Hendricks was the perfect spokesperson to bring this campaign to life. Hendricks serves the campaign as a guide to what the experience of The Now Way To Network actually feels like, someone who sees every corner of the organisation and acts as an authority on all things networking.
Creatively, the campaign asserts confidence in Juniper’s seamless network through idioms like, “no one left in the dark,” “walking on air,” and “in the fast lane,” which speak specifically to the elevated experience working with Juniper.
The full 360 campaign will include elements for TV, Digital, Social and OOH, utilizing 1x :60, 3x :30s, 3x :15s, and 7x gifs/stills.
The partnership between Juniper Networks and PLEX underscores a shared commitment to creativity, innovation, and bold thinking. With a focus on building trust and confidence in Juniper Networks' superior technology, this campaign showcases the brand’s dedication to delivering unparalleled solutions to its customers.
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Christina Hendricks said: "I chose to work with Juniper Networks because their commitment to innovation really resonates with me. In my career, I've always sought out roles that push boundaries and make a real impact, and that's exactly what Juniper is doing in the world of networking."
"As a leader in AI operations, Juniper Networks vastly improves the network experience for IT teams and users. We have continued to push the boundaries of innovation, and that’s what makes Christina Hendricks, with her multifaceted career and forward-thinking approach, the ideal ambassador for our brand. Much like Christina's diverse talents in acting, producing, and philanthropy, Juniper's AI-Native platform offers a comprehensive solution that goes beyond traditional networking. Christina embodies the confident, no-nonsense, results-focused, and modern attitude that our brand stands for." adds Jean English, CMO of Juniper Networks.
“In our eyes, Juniper Networks is one of the most impactful and interesting companies in the Enterprise space right now, and our mission is to help nurture a brand for them that’s every bit as Disruptive as the company itself,” says John Hickman, Head of PLEX by TBWA.
“With our distinctive blend of technical expertise and creative vision, we're not just tackling Juniper's real-world business challenges; we're also enriching the brand's identity and reputation. The modern network sits at the foundation of how we live, connect and even shop; our aim is to help the world see Juniper Networks as the game-changers that they are.”
