Autonomy specializes in analysis of unstructured “big data” by means of adaptive pattern recognition techniques centered on Bayesian inference. Don’t try to understand that. But seeing how advertising distills complex ideas down to their purest form, we came up with this campaign. Surprisingly, Autonomy loved it. Not surprisingly, we never really understood how the product worked. But HP did, so they bought Autonomy for $11.7 billion—probably because of our beautiful billboard.