The “Solutions to Online Threats” campaign by OpenText and Webroot, developed by Madwell, presents a distinct brand proposition centered on redefining online security through a blend of humor and relatable storytelling. Rather than relying on fear or technical jargon, the campaign positions Webroot’s security, privacy, and identity protection services as approachable and reassuring solutions that empower users to confidently navigate digital threats. By highlighting the real-world impact of issues like identity theft and financial loss—but framing these scenarios with levity—the campaign shifts the narrative from anxiety to proactive trust in the brand’s 24/7 support and protection.
Strategically, the campaign leverages the unique capabilities of extended reality (XR) technology to create immersive, visually engaging content that blurs the boundaries between digital and physical realities. This innovative use of XR not only enhances the creative execution, delivering seamless and repeatable background transitions unattainable with traditional green screen techniques, but also reinforces the brand’s message about the complexity and subtlety of online threats. The targeting insight rests on tapping into common digital experiences familiar to a broad U.S. audience, making the scenarios instantly recognizable and relatable while maintaining a playful, surreal tone that mitigates fear and encourages engagement. This approach aligns with an electronics market increasingly focused on user trust and emotional connection, leveraging authentic storytelling to connect with consumers wary of conventional, feature-heavy security ads. The campaign’s strong digital performance, evidenced by over 3.4 million views, indicates effective audience resonance, achieved through a synthesis of technological innovation, humor, and strategic narrative positioning.
FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution.
This campaign most closely aligns with the "Show the Problem" creative format. The campaign setup leverages humor and relatable, true-to-life digital dilemmas—such as realizing your money is missing online—which almost everyone has faced, per the YouTube description and campaign intro. These situations are presented in an approachable, playful way using XR for visual clarity and engagement. Crucially, the ad quickly moves from the anxiety of the digital crisis (the problem) to resolution by highlighting Webroot’s identity protection support (the solution). The campaign does not utilize analogies or symbolism as its central device, does not focus on comparison, nor follow an exemplary or benefit-caused story arc—rather, it grounds its humor and intrigue in the universally shared problem–solution structure, where the product’s role is clear, decisive, and comforting rather than dramatic or exaggerated.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. NortonLifeLock – NortonLifeLock positions itself as a comprehensive cybersecurity provider focused on consumer and small business protection, emphasizing easy-to-use, all-in-one solutions with robust antivirus, identity theft protection, and privacy tools. Their strategic angle combines trusted legacy technology with modern AI threat detection and a user-friendly interface globally recognized for reliability.
2. McAfee – McAfee differentiates itself with a broad portfolio targeting both individual consumers and enterprises, leveraging advanced threat intelligence and cloud security. The brand highlights seamless multi-device protection and proactive cybersecurity services, positioning as a trusted, innovative leader aiming to secure the increasingly interconnected digital lifestyle.
3. CrowdStrike – CrowdStrike is positioned as a leader in endpoint protection and threat intelligence, specializing in cloud-native security solutions. They focus on real-time detection, threat hunting, and automated response, aiming to deliver enterprise-grade cybersecurity with agility and minimal operational complexity.
4. Kaspersky – Kaspersky emphasizes cutting-edge malware detection and consumer-focused security products enhanced by global research and threat intelligence. Their strategic angle blends advanced technology with transparency and user trust, offering both individual and business cybersecurity solutions that prioritize proactive threat prevention.
5. Trend Micro – Trend Micro positions itself as a global cybersecurity innovator with strong emphasis on cloud security, hybrid environments, and AI-driven threat detection. The brand differentiates through comprehensive security for enterprises and consumers alike, focusing on seamless integration across devices and reducing complexity in increasingly sophisticated digital ecosystems.
Q: What is Solutions to Online Threats about?
A: Solutions to Online Threats is a 2024 campaign created by Madwell for Webroot and OpenText, targeting the electronics market in the United States. The campaign centers on dramatizing everyday digital dilemmas—such as discovering missing money online—using an innovative extended reality (XR) stage to blend relatable scenarios with playful, surreal backgrounds. By leveraging XR technology, the campaign achieves immersive visuals and seamless transitions that would be impossible with traditional green screen methods. The creative approach positions Webroot’s security, privacy, and identity protection services as approachable solutions, moving away from fear-based messaging to deliver reassurance and engagement.
Q: What creative device does Solutions to Online Threats use?
A: Solutions to Online Threats employs the Show the Problem creative format, as classified by Clapboard’s 12-format taxonomy. This approach highlights a universally relatable digital crisis—such as identity theft or financial loss—before quickly presenting Webroot’s 24/7 identity protection as the clear solution. The campaign’s humor and visual clarity are amplified by XR technology, which enables repeatable, immersive transitions and set-like backgrounds. Rather than relying on analogy, comparison, or exaggerated storytelling, the campaign grounds its narrative in the direct problem–solution structure, making the brand’s role decisive and comforting.
Q: What is the campaign proposition for Solutions to Online Threats?
A: The campaign proposition for Solutions to Online Threats is to redefine online security for the electronics market by positioning Webroot’s services as approachable, reassuring, and empowering. Instead of fearmongering or technical jargon, the campaign uses humor and relatable storytelling to highlight the real-world impact of digital threats, shifting the narrative from anxiety to proactive trust in Webroot’s 24/7 support. By tapping into common digital experiences and leveraging XR technology for immersive storytelling, the campaign aims to connect emotionally with consumers who are wary of conventional, feature-heavy security advertising.
Q: How does Solutions to Online Threats rank in Clapboard's archive?
A: Solutions to Online Threats holds a Clapboard Campaign Score of 76/100. This score reflects the campaign’s creative ambition, the quality of its execution—particularly its innovative use of XR technology—and its cultural relevance within the context of digital security advertising.
Q: Who are the competitors in Webroot, OpenText's category?
A: In the cybersecurity and electronic devices sector, Webroot and OpenText compete with NortonLifeLock, which emphasizes comprehensive, user-friendly protection with a legacy of trusted technology; McAfee, known for its broad portfolio and proactive, multi-device security; CrowdStrike, specializing in cloud-native, enterprise-grade endpoint protection and threat intelligence; Kaspersky, which focuses on advanced malware detection and global threat research to build user trust; and Trend Micro, recognized for its innovation in cloud security and seamless integration across complex digital environments.
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