Got Speed? To AOL, It’s Just Part Of Mix

America Online aims to convince broadband users that their online experience would be vastly improved with the addition of its premium service in an interactive-only effort breaking June 1.

The theme—”Speed meet …”—suggests augmenting users’ basic high-speed connection with the unique benefits of the company’s $14.95-per-month AOL for Broadband service. One ad touts Radio@AOL by asking, “You can get speed faster, but can you get a radio station worth listening to?” It concludes, “Speed meet more music choices.” Four other executions play up communication, parental controls, homework help, and safety and security features.

“Speed is a means to an end, not an end,” said John Lane, vp of online marketing at the Dulles, Va.-based Time Warner Net unit. “We believe … you’ll be better off if you have a service that is designed specifically for your needs.”

“We wanted to make you understand that high-speed and AOL for Broadband is like Ben & Jerry’s, salt and pepper—these things are meant to be together,” said Andreas Combuechen, chief creative officer and CEO at Omnicom Group’s AtmosphereBBDO, the i-shop responsible for the effort.

Spending is estimated at less than $2 million. Ads will run on NY Times.com and MTV.com, among others, and alongside streaming media. Digitas, New York, did media planning.