To promote Gigamon’s deep observability platform, we leaned into a visual metaphor security pros know all too well: reacting only after things catch fire. While competitors talk features, we dramatized the real pain of limited visibility, literally setting hair on fire to highlight the dangers of relying on surface-level tools. The strategy was simple: show the risk, inject humor, and drive urgency. Each ad delivered a clear message—if you can’t see the threat, you can’t stop it—with bold headlines, dry wit, and imagery designed to stop the scroll. Because sometimes the best way to talk about serious problems is to make them impossible to ignore.