With the recent acquisition of STEM Audio and its plug-and-play audio conferencing systems, Shure's B2B offering was primed to attract a whole new audience of DIY IT professionals to the Shure family. 

But with low brand recognition outside of those already "in the know" about their enterprise products, Shure wanted to use the opportunity to establish a different voice and personality for the STEM line – one that would acknowledge the real hero of the office, and the tireless, mostly underappreciated job they do putting out fires on the daily.

Inspiration came in the form of a relatively infamous meme known as "This is Fine" which depicts a jovial office worker (in the form of an anthropomorphic dog) who tries to reassure himself that everything is fine, despite the fact they are sitting in a room completely surround by flames. According to the website Know Your Meme, "the cartoon is typically used as a reaction image to convey a sense of self-denial or acceptance in the face of a hopeless situation."

Not only did this meme perfectly capture the challenges of the IT pro, but it was already a well-known shorthand in their world for how to approach the onslaught of their everyday work life.

With that much truth and insight already on the table, the script kinda writes itself. The only challenge left for us was to figure out how to set a room on fire without any room in the budget to add special effects in post OR to actually burn down the set. 

Shure Inc. // Made With IT In Mind (aka This is Fine) // :60s TVC

Shure Inc // Made With IT In Mind (aka This is Fine) // :06s Paid Social Ads

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