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Speedboats, motorcycles, corporate jets, snowboards and Fender Stratocasters are brought to bear in this ad to bear, heavily as we can see, lots of unexpected action, noise and nervous energy to SAP's transactional and analytic platforms.

SAP has been posting hip-looking "Runs On" ads in airports for decades, but all the live action in the TV spot ratchets the effect. There's clearly some image recasting going on to pour some extra coolness onto Teutonic data management.

 

SAP Run Better

 

SAP had the benefit and was smart enough to include fashionable customer names like Speedo, Harley-Davidson, Burton (snowboards) and Hasbro into its advertising. Considering the company's client list it can do this all day long but we'll give the ad agency props for somehow making ERP look edgy. 

NEXT: IBM's "Smarter Planet"

 

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