Qwest "Crib"

A free service that backs up your computer files online? Sounds like a good idea. But lots of things are good ideas, and consumers don’t necessarily rouse themselves to act on them. So, this spot for Qwest (via DraftFCB) is smart to give an emotional edge to the proposition. Using the theme line “Don’t trust your computer,” it aligns the brand with a sentiment that’s already out there. The spot further engages our interest by building its vignette around a sympathetic victim – a pre-teen kid who has been called on to reenact scenes from his infancy so his parents can recreate his baby pictures.