Life in reverse is the theme of TBWA/Chiat/Day's two new spots for Prodigy Internet, which broke recently on cable TV.
Each spot opens with a punch line--the end of the scene that began just minutes before. One commercial (shown here) depicts a jubilant office party: guys and gals dancing on desks.
Suddenly, the action halts and rewinds to a computer screen in a 30-something guy's office. An email on the screen explains the jubilation: "We won the account. We're rich."
The other spot shows a 20-something man falling on a city sidewalk, his blue shirt soaked with coffee. A girl-next-door type kneels down and strokes his cheek. "Are you okay?" she asks, before the action freezes and rewinds to the guy's apartment, where his computer screen displays a happy horoscope: "Romance is right around the corner."
The ads, which extol the speed of Prodigy, are tagged, "So you can spend less time online and more time on life."
The client spent $11.2 million on media last year, according to Competitve Media Reporting.