'The Guy' Turns Internet Dial to NetRadio.com

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PMH’s Anti-Tech Cartoon Figure Anchors Music Site’s Personality
CHICAGO–Peterson Milla Hooks uses an unnamed character to give a distinct personality to NetRadio.com in its first campaign for the online music service.
The print, outdoor and Internet campaign, which breaks this week, employs boldly colored backgrounds and a crudely drawn black-and-white character–known around the Minneapolis shop as “The Guy.”
“He’s the low-tech antithesis of what’s on the Web and what’s flashy,” said art director Dave Richardson.
In one execution, The Guy is featured with jumper cables attached to his ears, against the headline, “Or, start your day another way.”



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