We've Never Had It So Good, Says Ewan McGregor in Cisco's Optimistic Spot

Campaign Celebrates Technology and the Connected World

By Alexandra Jardine. Published on Jun 17, 2016

Editor's Pick

Ewan McGregor is the pitchman for Cisco in the communications giant's latest campaign -- and brings an infectious enthusiasm to the role. A new spot, directed by Dante Ariola at MJZ for Goodby Silverstein & Partners, sees the "Star Wars" and "Trainspotting" actor taking us on a tour of the world's most amazing technology -- from robots, to apps that give people clean water, to an African villager who bought a goat with a cellphone. As he carries on about how amazing technology is, you'd think there's going to be a twist -- but no, this is a film full of optimism, which ends with McGregor holding up a glass "half full."

The aim of the campaign is to celebrate connected technology, something in which Cisco has played a key part as much of the internet's traffic relies on its networks. Michele Janes, VP of Global Corporate Marketing and Branding, said in a statement: "This spot is about showcasing all of the technological innovation and amazing progress we've made as a society -- much of which wouldn't be possible without Cisco's secure network. We needed an optimistic ambassador to take us on this journey, and we thought Ewan McGregor was the perfect guy for the job."

McGregor, currently filming "Trainspotting 2," has starred in a number of ad campaigns in the last few years, including a spot for British telecom giant BT, which poked fun at big budget advertising.

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Jun 17, 2016
Goodby Silverstein & Partners
Rich Silverstein
Jeff Goodby
Executive Creative Director:
Margaret Johnson
Creative Director:
Will Elliot
Art Director:
Aaron Dietz
Mandy Dietz
Director of Production:
Tod Puckett
Executive Broadcast Producer:
Hilary Coate
Senior Producer:
Benton Roman
Worldwide Account Director:
John Coyne
Account Director:
Tanin Blumberg
Director of Integration:
Liz Clark
Account Manager:
Chris Nilsen
Assistant Account Manager:
Reesa Kashuk
Brand Strategist:
Marisa Perazzelli
Junior Brand Strategist:
Nora Allibhai
Community Strategy Deputy Director:
Dong Kim
Communications Strategy Director:
Nicole Richards
Director of Communications:
Meredith Vellines
Director of Business Affairs:
Judy Ybarra
Business Affairs Manager:
Anna Diokno
Production Company:
Dante Ariola
Senior Executive Producer:
Eriks Krumins
Natalie Hill
Director of Photography:
John Lynch
Production Designer:
Quito Cooksey
Editorial Company:
Work Editorial
Richard Orrick
Assistant Editor:
Jasmina Zaharieva
Executive Producer:
Marlo Baird
Jamie Lynn Perritt
Telecine Company:
The Mill - New York
Fergus McCall
The Mill
Senior Producer:
Will Lemmon
2D Lead:
Chris Knight
3D Lead:
Simon Brown
2D Artist:
Daniel Lang
2D Artist:
Kelsey Napier
2D Artist:
Peter Sidoriak
2D Artist:
Tim Bird
2D Artist:
Scott Wilson
2D Artist:
Brett Lopinsky
2D Artist:
Bill Higgins
3D Artist:
Jason Kim
3D Artist:
Fabian Elmers
3D Artist:
Juan Zavala
3D Artist:
Anthony Thomas
3D Artist:
Victor Duncan
Sound Design & Music:
Woodwork Music
Philip Kay
Sound Design:
Barking Owl
Ashley Benton
Creative Director:
Kelly Bavett
Mix Company:
Rohan Young

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