Sun Microsystems

When Sun Microsystems was ready to launch their Java programming language to the developer world, they wanted the message to reflect the core attribute of the language itself. It was “open” and could run anywhere, regardless of architecture. Because this approach was a revolution, allowing programmers the ability to get out from under the suffocating restraint of the Wintel monopoly, this launch campaign took on that tone and approach.

These full page, color newspaper ads ran as pairs — teaser pages followed by their respective payoffs.