ESET promotes Progress. Protected in first ever UK TV campaign

ESET, a leading global digital security company, is introducing the concept of "Progress. Protected" in a series of category-redefining brand films created by independent agency Sell! Sell! and shot by Academy Award nominated documentary filmmaker Hubert Davis through production company, Knucklehead.

The campaign features influential and prominent thought leaders in the fields of science, education, innovation, business, and space exploration, who each share their unique, specialist, and sometimes challenging perspectives on how technology can enable progress and help to improve and shape our everyday lives.

Four 60” commercials (one featuring each of the Thought Leaders) will launch and will also run on other terrestrial and BVOD channels throughout May along with 30” versions.

Col. Chris Hadfield

Astronaut, engineer, pilot, and author of four international bestsellers, selected for his work in promoting technological progress and innovation via collaboration, and his unique perspective on our world.

Referred to as “The most famous astronaut since Neil Armstrong,” Colonel Chris Hadfield is acclaimed for making outer space accessible to millions, and for infusing a sense of wonder into our collective consciousness. His version of David Bowie’s Space Oddity has been seen by hundreds of millions of people and ranks among the International Space Station’s most iconic moments.

Having orbited Earth over 2,600 times, Chris talks about how seeing the world from space gave him a perspective of the shared nature of humanity and his view that technology opens up so many possibilities by enabling us to do things we just can’t naturally do. For Hadfield, what represents real progress is when technology enters the mainstream and things that once seemed impossible become part of our everyday lives.

Dr. Mimi Ito

Cultural anthropologist, Professor in Residence at the Humanities Research Institute at the University of California, chosen for her research into and promotion of youth enablement in technology for a safe and progressive future.

Ito talks about progress in terms of changing the dominant narrative about how young people use technology. She makes the point that they don’t see technology as solitary or antisocial, more an important tool for self-expression, and a valuable way to explore new interests, communities and identities. The big challenge is how can we ensure that more young people are living in this positive digital future.

Steven Johnson

Author of thirteen books focusing on the intersection of science, technology and personal

experience, and host of the PBS/BBC series How We Got To Now and Extra Life, for his research into the history of transformative ideas and the role diversity plays in creating the most innovative solutions for the present and future.

Johnson talks about how real progress comes from being tuned into how the evolution of technology is opening new doors. He makes the point that the most important ideas often don’t come from ‘Eureka moments’, instead they come out of collisions between ideas that already exist. Looking outside our normal field of reference will help us to create opportunities for further innovation in the future.

Dr. Ayana Elizabeth Johnson

Marine biologist, co-founder of the non-profit think tank Urban Ocean Lab, co-founder of the climate initiative The All We Can Save Project and co-creator of the podcast How to Save a Planet, for her work in ocean conservation and raising awareness of climate solutions to secure the future of our planet.

Johnson discusses one of the hottest topics in the boardrooms of large organisations today. She introduces the thought that when it comes to climate solutions and preserving the natural world, we have the technology we need to make a difference, it’s just a question of how it’s deployed. She makes the point that we must harness human ingenuity to create the future that we want to live in and that it’s time for governments and corporations to step up and play their part.

Vic Polkinghorne Sell! Sell! Creative Director, said, “So far, although it’s a huge growth category, no cybersecurity company has stood out, with brands producing dull and similar advertising which preys on fear and worry, bombarding people with generic product features. This positioning and campaign is a fresh and distinctive approach for the category that stands out from the crowd. Progress. Protected. will help ESET take the high ground in way that reflects its true status as a leader and innovator in its field.”

Zuzana Dolan, ESET Director of Global Strategic Marketing said “We are incredibly proud of working with our partners at SellSell and Knucklehead, who through a thoughtful campaign, showcased our exemplary champions of progress, Chris Hadfield, Dr Mimi Ito, Dr Ayana Elizabeth Johnson and Steven Johnson. Together, we were able to create a campaign where our champions brought to life the meaning behind our Progress. Protected. tagline and we are grateful for the collaboration and creativity of our teams.”

Tim Katz, Knucklehead Managing Partner, said “There were a lot of very smart people attached to this project, both in front of and behind the camera, and that makes our job, as Producers, much easier. We’re really proud to have created a standout campaign that moves the category forward and really interrogates the essential ideas we’re facing as a society”.