LB Works positions Earthlink as the solution to roadblocks on the information superhighway in its first work for the Internet service provider since winning the account earlier this year.
The print, radio and TV campaign employs the theme, "Why wait?" and introduces a new tagline, "Move to Earthlink," as the company looks to get customers to switch from competitors such as AOL or MSN. It replaces "Get linked," which also touted Atlanta-based Earthlink's "faster, better connections."
Three TV spots that break today use simple misdirection to depict frustrations people have with other ISPs. One commercial shows two kids pestering their father with "Are we there yet?" questions. The last shot reveals that the family is positioned in front of the computer with the father saying, "We'll get to the Internet when we get to the Internet."
A second execution opens on a couple waiting in front of closed elevator doors. The soundtrack appears to be them bickering about the slow elevator speed, but is revealed to be the conversation of a couple using the Internet in a nearby apartment.
A third spot that touts Earthlink's pop-up ad blocker shows a man who appears to be playing a computer game, but is actually "shooting down" Web pop-up ads as a science fiction movie plays in the background.
"A lot of ISP customers are very frustrated with their Internet experience," said Karen Gough, evp of marketing at Earthlink. "We want to be the Internet solution for an impatient world."
Print ads depict impatient consumers in situations where they see strategically placed messages from Earthlink with the "Why wait?" line. One execution, for example, shows a frustrated driver stuck in traffic behind a bus, on the back of which is an Earthlink outdoor ad.
"The inherent insight is no one likes to wait," said Steffan Postaer, chief creative officer of the Leo Burnett unit. "It's a true insight that leads to an absolute benefit for our product."
Earthlink spends an estimated $40 million on ads annually. It will spend $10-15 million on traditional advertising for the remainder of the year, said Gough.