How do you tell a complicated brand story?

Creating advertising for a global conglomerate that makes a range of complex products is a tough assignment. BASF’s "We don’t make a lot of the products you buy. We make a lot of the products you buy better” and DuPont’s "Better Things for Better Living... Through Chemistry" are the only successes that spring to my mind.
But I think the illustration in this campaign for United Technologies is engaging. Especially since just a tagline (even a great one) doesn’t cut it anymore.

(The mix of factual and slightly amusing copy is also a nice approach.)








These ads appeared over the course of several months on my Metro North train. And it took me that long to read them, so I hope they're also running as print.