Agency: Strategic Communications Group, Silver Spring, Md.
Market: Government and military procurement officers
Quick chase: Even engineers and procurers of technical products need a break now and then. That's why this ad for Integral Systems featuring a cartoon rather a photo of a satellite or related imagery will break through the clutter of magazines dominated by that look. But that's only half the battle. The ad must relate to the target audience's job interests and offer the promise of a reward. In the copy, Integral Systems declares itself a leader in several sectors and wisely offers itself as the supplier that can combine its expertise in all of them to offer a one-stop-shopping solution.
Clue: Fine-tune the copy by eliminating all the distracting ellipses. Commas will do.