General Dynamics UK manufacture, provide and install integrated communications systems for modern day civil and military defence.
The brief was two fold, (i) to demonstrate the broad range of technology fields and defence sectors that General Dynamics UK operate in while (ii) also acting as a teaser campaign for the launch of the new multipurpose military defence vehicle built by General Dynamics UK on behalf of the UK Ministry of Defence. This new state of the art vehicle would then be revealed at the up coming defence show - DSEi.
The solution was to list all the relevant sectors as "We've got them (it, him, her etc) COVERED" with the pay-off line stating that "The biggest single order for land vehicles the UK Ministry of Defence has placed in three decades... will be REVEALED".
So in essence the campaign concept is boiled down to: it's covered, covered, covered, covered, covered... revealed.