"The Human Network"

Cisco Systems has coined itself “The Human Network” in its latest advertising campaign to promote the company’s internet video technology. The campaign/commercials depict consumers using video technology as a whole new way to connect or work, as if video technology never existed prior to their entry or as if humans have no other way to connect. The advertising plays on the emotional aspect of people of all shapes/ages/colors of life having one thing in common- belonging to “The Human Network” and always having access to loved ones, work, leisure, etc.

The advertising, while catchy and emotionally appealing, contradicts the meaning behind the campaign. Isn’t communicating online taking away from the human aspect of communication? Wouldn’t it be more human to talk to people face-to-face instead of through the internet? Will this product enable consumers to communicate better or more often? On a global span, if communication is not possible due to the receiver of your message being far away, then yes, this product is in fact worthy of the title “The Human Network” because it’s allowing individuals who would otherwise not be able to communicate, a chance to talk and see each othe…but so do other internet video technologies. Cisco is not the only product allowing consumers to communicate via video, but they have done a very good job of positioning themselves as the only choice for video communication.

http://attitude.adforum.com/top5/2010/08/31/cisco-systems-human-network-ogilvy-west/