What things look like and what they mean are often hopelessly unaligned. This is especially true in the marketing of technology.
Arty creatives look at technology and recoil in horror: it’s a world of pain, all dual core chips and IP and propeller-head stuff that’s hard to stomach. So, campaigns boost everything that telephony and computing isn’t: which means that our Telco brand will be birthed of a friendly and Utopian campaign flush with saturated colours and ditzy soundtracks where gorgeous hotties float through an imagistic world in a disassociated blur enabled not by illegal chemicals but by portable media.