Check Point is a long-established player in the Internet security field. Palo Alto Networks (PAN) is a competitor founded by a former Check Point employee. PAN had been aggressively positioning themselves against Check Point, so though Check Point doesn't usually use the same competitive marketing tactics, it was decided to fight fire with fire. The campaign plays off the well-known PAN acronym, creating negative double entendres concerning PAN solutions. The technical points were provided by the product marketing team, and I developed the concept, ad copy and design. The campaign ran during the prominent Interop security conference in Las Vegas, where PAN was also in attendance. The ads were shown in local venues such as the airport there, on the Check Point website and online to targeted audiences using Google AdWords.