Esri uses the busiest intersection you’ve ever seen to map the order within chaos

Esri TV commercial
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Maps have always helped people to get from A to B, but a new TV commercial from Esri helps explain the connection between location intelligence and moving a business in the right direction.

What starts as a young boy’s reverie of watching leaves blow across the ground becomes quickly shifts to a scene in an unidentified urban metropolis. All at once, an intersection is filled with dogs being walked, motorcycles zooming across the street, running school children and, at one point, a lone drummer keeping the beat.

Through it all, there are random elements mixed with what seem like choreographed movements of similar actors, such as a group of pedestrians who all manage to open their blue umbrellas just as a thunderstorm erupts.

The only thing that doesn’t happen is a major collision between any of those in the intersection. Though there is no direction mention of ArcGIS, Esri’s flagship mapping software, the one-minute spot suggests it plays a key role in helping emergency workers holding a tablet deal with the potential fallout from a broken traffic signal.

“Where others see chaos, we see patterns,” a voiceover intones. “Connections. Relationships. When you use Esri location technology, you can see where things happen—before they happen.”

Esri, which has also released 30-second and 15-second versions of the spot, has been airing it on programs such as CNBC’s Power Lunch, according to iSpotTV.

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Shane Schick is the Editor-in-Chief of B2B News Network. He is the former Editor-in-Chief of Marketing magazine and has also been Vice-President, Content & Community (Editor-in-Chief), at IT World Canada, a technology columnist with the Globe and Mail and was the founding editor of ITBusiness.ca. Shane has been recognized for journalistic excellence by the Canadian Advanced Technology Alliance and the Canadian Online Publishing Awards.