Covad DSL Cultivates a Hip, Down-to-Earth Image

Covad, a provider of digital subscriber line (DSL) Internet access, this week launches a TV and print campaign from Young & Rubicam that positions the firm as a hip alternative to stodgy telephone companies and deflates grandiose claims about the Internet.

The campaign, via Y&R’s San Francisco office, builds on last fall’s $40 million inaugural effort. That work sought to explain what DSL is. Satisfied that most people now know, Covad is shying away from such an explanatory approach this time around.