The 1999 Nortel campaign is another campaign designed to brand a corporation. Nortel, formerly Northern Telecom, is a Canadian company that had emerged as the number two Internet infrastructure firm in the world. Like Cisco, MCI WorldCom, Intel, and First Union, Nortel's campaign is designed to establish an emotional feel rather than sharing factual information about the company and what it does. Instead, these campaigns seek to establish corporate sign value -- a logo, which is recognizable and seems to stand for something.
A soft warm affect is constructed using a female narrator's voice and the Beatle's "Come Together" in the background. Draped on skyscrapers, lit on monitors, and even plastered on t-shirts Nortel's slogan "What do you want the Internet to be?" appears ubiquitous. The montage constructed of multiracial and multigeographic images signifies an imagined community built around the Nortel brand. Beyond this, the ad suggests a sense of an emergent infrastructure as banners unfold and placards are under construction.
Even Nortel's logo has a dynamic quality that morphs from elliptical lines and a circle into the 'o' of Nortel.