TBWA Chiat/Day Deflates Hype Surrounding Internet For Prodigy

NEW YORK-In its first campaign for Prodigy since winning the account earlier this year, TBWA Chiat/Day’s New York office lampoons Internet hype and pokes fun at buzzwords such as “surfing.”
The estimated $30 million campaign breaks Oct. 22 in 18 U.S. markets with three 30-second TV spots. The ads tell users of Prodigy Internet service that they should log on for what they need-and then log off and get on with their real lives.
In one spot, “Weekend,” a man complains to his buddies that rather than being online all weekend, he was “stuck playing ball in the park and having a barbecue and beer with some friends.”