For the Love of God, Don’t Lose Everything, Says Carbonite

An ominous warning at a wedding

Headshot of Tim Nudd

Here's some new work from Arnold for Carbonite. No, not the stuff Han Solo was encased in on Darth Vader's orders—the online data backup company. The 60-second spot takes place at a wedding, where the bride and groom are warned ominously by their loved ones that they're going to "lose everything!" The tension builds until a friend arrives just before the marriage ceremony and clarifies, "You're gonna lose your files!" It's almost a laugh-out-loud moment—this is what everyone was referring to?! Thank God it was only their files! And that's the weird thing about this approach—it makes the viewer realize that photos and files and music and videos and the like, while sometimes of great sentimental value, really, in the end, is just stuff. It can't compare to actually life, which is what the viewer is made to feel is threatened by the whole faux-horror tactic. The spot is nicely produced, but Carbonite is deflating its own importance here, which may not lead to too many new customers. Check out some print work after the jump.

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: February 20, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT