Company: SonicWall, Sunnyvale, Calif.

Agency: Doremus, San Francisco

Market: IT management

Quick chase: A lightbulb is often used to suggest a moment of illumination or inspiration. But the headline for SonicWall describes its network security solution more in terms of convenience, as in the flip of a switch. The lightbulb set against lines of code has a dramatic look, but we think a light switch would do more to convey the selling proposition.

Chasers' choice: Goat

Company: Internet Security Systems, Atlanta

Agency: N/A

Market: IT management

Quick chase: The bright red shut-off valve has stopping power and instantly sends the message to network administrators that, if they don't consider Internet Security Systems, they may be forced to twist the knob hard to the right, ess entially shutting down operations. Copy argues that only ISS "can offer preemptive security and stop threats before they impact your business."

Chasers' choice: Gloat