Juniper Networks, a leading innovator in networking technology, has announced the launch of its new brand campaign and platform, “The Now Way To Network,” featuring acclaimed actress Christina Hendricks.
This campaign begins a new creative partnership with PLEX by TBWA, a specialty practice within TBWA\Chiat\Day’s Los Angeles office that builds brands for the world’s most complex and technical businesses.
“The Now Way to Network” was inspired by the insight that the current networking gold standard, “up and running,” falls short of meeting the ever-evolving demands placed on today’s IT leaders. These leaders face immense pressure to manage challenges such as the return to office, generative AI, and data center management. Juniper’s AI-native network, touted to be 18 months ahead of its nearest competitor, offers self-healing, self-configuring, and self-detecting capabilities, setting a new standard in networking technology.
Jean English, CMO of Juniper Networks, noted, “As a leader in AI operations, Juniper Networks vastly improves the network experience for IT teams and users. We have continued to push the boundaries of innovation, and that’s what makes Christina Hendricks, with her multifaceted career and forward-thinking approach, the ideal ambassador for our brand. Much like Christina’s diverse talents in acting, producing, and philanthropy, Juniper’s AI-Native platform offers a comprehensive solution that goes beyond traditional networking. Christina embodies the confident, no-nonsense, results-focused, and modern attitude that our brand stands for.”
The campaign aims to demonstrate a new way to network that exceeds conventional expectations, emphasizing the concept of “now,” not “next.” Juniper’s network is designed for AI, delivering immediate, tangible benefits that impact businesses today, rather than promising future potential.
Christina Hendricks (Mad Men, Good Girls, The Strangers: Chapter 1), known for her deep understanding of business operations, serves as the perfect spokesperson for the campaign. She guides viewers through the experience of “The Now Way To Network,” illustrating the seamless and efficient nature of Juniper’s technology with confidence. Watch below:
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Christina Hendricks shared, “I chose to work with Juniper Networks because their commitment to innovation really resonates with me. In my career, I’ve always sought out roles that push boundaries and make a real impact, and that’s exactly what Juniper is doing in the world of networking.”
“In our eyes, Juniper Networks is one of the most impactful and interesting companies in the Enterprise space right now, and our mission is to help nurture a brand for them that’s every bit as Disruptive as the company itself. With our distinctive blend of technical expertise and creative vision, we’re not just tackling Juniper’s real-world business challenges; we’re also enriching the brand’s identity and reputation. The modern network sits at the foundation of how we live, connect, and even shop; our aim is to help the world see Juniper Networks as the game-changers that they are,” added John Hickman, Head of PLEX by TBWA.
The creative platform uses idioms like “no one left in the dark,” “walking on air,” and “in the fast lane” to highlight the elevated experience of working with Juniper. The comprehensive 360 campaign includes TV, digital, social, and out-of-home elements, featuring 1x :60, 3x :30s, 3x :15s, and 7x gifs/stills.
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