It appears that this commercial was supposed to build name recognition for Oracle and associate it with the information revolution as a software provider. Unfortunately, its performance measures were weak. Even though the commercial ran for 60-seconds, recall, at 24%, was relatively low, no higher than Microsoft's 30-seconds. Three main reasons may account for this weak performance. First, too much emphasis on the wrong aspect, too much time telling the viewer what the commercial message was not about before getting to what it was - the information revolution and Oracle's participation in it. Second, misdirection; the revolutionary images, the chaos in the street, set the viewer off in the wrong direction, especially today when actual revolutions so abundantly fill our news programs. And, additionally, the images appear not to have been positive, with liking being only half that of Microsoft's. And third, viewers didn't know it was an Oracle commercial until the very end. Weak and later identification, especially visual identification, can undercut commercial recall, a primary measure of branding effectiveness.