Straight to the point

I've always liked Oracle's adverts.


There is no wittering about 'passion' or other nebulous and meaningless terms - the term 'passion' in particular has always got my goat.


They give a clear, easy to understand message in nice bold type, with no need for multi-ethnic clip art of people in suits smiling at each other over desks.


I think they are particularly effective in the Middle East, where so many cultures and languages mix.


We're fast, we're the best, everyone uses us.


Everyone reading that gets the point pretty quickly. I don't think anyone who's seen Sun's 'passion for innovation' posters has walked away any more enlightened about what we do than they were before.

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