WOW! A Better Breed of Internet with Wowzer | Clapboard

A Better Breed of Internet

Description

This campaign titled 'A Better Breed of Internet' was published in the United States in June 2025 for the brand WOW! by ad agency Standard Practice. The campaign focuses on fast, reliable internet that doesn’t break the bank, featuring an endearing French Bulldog with human hands as the mascot, Wowzer. The goal is to differentiate WOW! as a challenger brand in a competitive market. The campaign showcases Wowzer's loyalty, lovability, and reliability, aligning him with the dependable traits of the internet. The film and integrated media campaign includes two assets: "Superfan" and "Best in Internet," highlighting Wowzer's unique attributes such as simplicity and transparency. Directed by JJ Adler, known for her comedic work, the campaign aims to increase brand recognition and drive demand in the Midwest and Southeast markets, including Michigan, Alabama, Tennessee, South Carolina, Georgia, and Florida. With a mix of radio, OOH, paid social, and digital elements, the campaign seeks to engage customers and reinforce WOW!'s positioning as a better breed of internet provider.

Credits

Client

WOW

Agency

Standard Practice

More like this

Solutions to Online Threats - Webroot, OpenText | Clapboard Ad Archive

Madwell’s Solutions to Online Threats campaign for Webroot by OpenText reframes the cybersecurity conversation for the electronics market with a decisive blend of XR-driven storytelling and humor, upending the sector’s well-trodden formula of anxiety and feature fatigue. Leveraging an extended reality stage, the campaign mirrors digital fluency by seamlessly blurring the boundaries between physical and virtual backdrops, setting the scene for true-to-life dilemmas—such as discovering missing money online—that are instantly familiar to anyone navigating contemporary digital life. Rather than falling into the fear-based traps that can alienate or overwhelm consumers, the creative centers on playful, surrealist set pieces that make the stakes of online privacy and identity protection approachable and, crucially, memorable. In what Clapboard’s taxonomy categorizes as FORMAT#2 — Show the Problem, each scenario spotlights an everyday digital threat, then pivots directly to Webroot’s solution of 24/7 identity protection, rooting the brand’s value proposition in clear reassurance instead of technical complexity or abstract analogy. The campaign’s strategic use of advanced XR not only marks a significant creative leap past green screen conventions, with repeatable transitions and efficient production logistics, but also visually dovetails with its core message about the constant interplay—and confusion—between real and fake in the online ecosystem. With a digital performance surpassing 3.4 million views, Solutions to Online Threats effectively demonstrates how immersive production and relatable storytelling can drive both engagement and trust, reaching a mainstream U.S. audience while positioning Webroot and OpenText as empathetic protectors in an era of escalating online threats. Clapboard rates this 76/100. This campaign signals that the next evolution of cybersecurity advertising will belong to brands willing to replace intimidation with relatability and proof of understanding, as agencies integrate emerging technologies to mirror the realities—and anxieties—of digital-first lives.

Campaign Proposition

The campaign for WOW! titled "A Better Breed of Internet" aims to convey the brand proposition of offering fast, reliable internet that sets them apart in a competitive market. The concept revolves around an endearing French Bulldog mascot named Wowzer, symbolizing the brand's reliability, simplicity, and transparency. By leveraging humor and eccentricity, WOW! seeks to boost brand recognition and drive demand among consumers in the Electronic Devices, Electronics, and Technology industries. The market strategy focuses on targeting customers in the Midwest and Southeast regions of the United States through a multi-platform approach including TV, radio, OOH, paid social, and digital channels. The use of a unique and memorable mascot, along with engaging and humorous storytelling, serves to differentiate WOW! in a commoditized market and create a strong emotional connection with consumers.

Creative Device

FORMAT#5 EXEMPLARY STORY — Tells a story where the product plays a vital role in the plot or resolution. In this campaign, WOW! utilizes an exemplary story format by featuring Wowzer, the French Bulldog mascot, in various situations where he showcases the benefits of WOW!'s internet service. By highlighting Wowzer's reliability, simplicity, and transparency, the campaign creates a narrative that positions WOW! as a dependable and trustworthy brand. The use of storytelling through Wowzer's adventures effectively communicates the message of a "better breed of Internet" to the audience. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Comcast Xfinity – Comcast Xfinity positions itself as a leading provider of high-speed internet, cable TV, and phone services, offering a wide range of packages and bundles for all types of consumers. They differentiate themselves through their extensive network coverage, advanced technology, and customer service reputation.

Don't SOC-block your best engineer - Vanta | Clapboard Ad Archive

Don’t SOC-block Your Best Engineer marks Vanta’s forceful arrival on the video campaign stage, with Loop crafting a film campaign targeting the urgent friction point that defines startup life in the United States technology sector: the tug-of-war between high-velocity product development and non-negotiable SOC 2 compliance. Central to the campaign is a razor-sharp visual metaphor — an engineer locked inside a glass cube, deep in creative flow, moments away from interruption by a compliance-driven CEO — dramatizing how founders and product leaders routinely risk stalling momentum by sacrificing engineering focus for regulatory demands. Rather than depict engineers buried under reams of paperwork, the campaign, in what Clapboard’s taxonomy classifies as FORMAT#3—Symbolize the Problem, uses visual analogy to crystallize this interruption as a true emergency, with the glass cube echoing the familiar break-glass-in-case-of-emergency motif and recasting lost developer flow as the existential threat it is for startups hunting their next big deal. A fellow team member’s intervention and the subsequent reveal of Vanta as the AI-powered answer reframes the compliance conundrum: with audit readiness achieved at startup speed and no need to break flow, founders are empowered to meet customer trust demands while keeping their best engineers exactly where they belong — shipping, not stuck auditing. This tension is played for both wit and candor, enabling the campaign to connect instantly across paid social, organic platforms, and out-of-home placements — the primary media where startup audiences set their sights on brand signals promising productivity and trade-off relief. By casting compliance as both a literal and figurative block to progress, Vanta claims its position as the indispensable first security hire for growth-stage companies, countering market competitors whose promises of automation rarely address the deep cultural anxieties of missed ship dates or frustrated talent. With more than 620,000 views, the campaign extends its resonance beyond direct procurement audiences to a broader cohort of operators and product leaders, demonstrating acute cultural literacy and a sharp stake in the ground for how compliance tech should advocate for builders, not just box-tickers. The campaign earns 63/100 in Clapboard’s global creative archive. For a sector hemmed in by compliance fatigue and paralyzed innovation, Vanta’s launch serves as both a creative and strategic reminder that the tools matter less than who they free to build, as every startup founder ultimately faces the choice between disrupted ambition and trusted acceleration.

Someday, by Spike Jonze - Apple | Clapboard Ad Archive — archive collection thumbnail

Someday, by Spike Jonze - Apple | Clapboard Ad Archive

Someday is Apple’s 2025 showcase for AirPods 4 with active noise cancellation, developed in partnership with TBWA\Media Arts Lab, and delivers a masterclass in emotionally anchored product storytelling for the electronics market. Set against the stark emptiness of heartbreak, the campaign follows Pedro Pascal as he navigates the emotional aftershock of loss, transforming personal vulnerability into a universal narrative by leveraging music as both mirror and catalyst for change—made possible and meaningful through AirPods 4’s technological features. The campaign’s plot unfolds through Pascal’s headphones: first, his sadness is amplified by Guitarricadelafuente’s El Conticinio, drawing viewers into a palpable sense of absence and melancholy, then ruptured by an upbeat transition into Sam I & Tropkillaz’s Perfect when Pascal glimpses his revitalized, effervescent self, choreography echoing a resurgence of hope. Throughout, the noise-cancelling power of AirPods 4 is not backgrounded or abstracted but is manifest, actively shielding and then augmenting the protagonist’s sonic world as he shifts from isolation to reconnection both with himself and the outside environment. This narrative structure—what Clapboard’s taxonomy would classify as FORMAT#5—Exemplary Story—ensures the product is integral not as prop but as the catalyst for resolution, intertwining the relentless pulse of music with the journey through emotional lows and highs. By casting a talent with broad resonance, integrating contemporary tracks, and collaborating with an agency known for Apple’s blend of artistry and technological authority, the campaign hits the intersection of cultural fluency and hardware relevance, moving the brand narrative beyond functional benefit into aspirational terrain for emotionally expressive millennials and Gen Z consumers. Accumulating well over 45 million views, the film’s reach amplifies the core message: AirPods 4 are not just a premium audio solution but a lifeline and companion for mood management in real time. The campaign earns 88/100 in Clapboard’s global creative archive. This work matters for the industry because it sharpens how electronics marketing can operationalize emotional storytelling, demonstrating that product innovation wins when emotionally legible, narratively vital, and unambiguously central to the audience’s journey.

A Critter Carol - Apple | Clapboard Ad Archive — archive collection thumbnail

A Critter Carol - Apple | Clapboard Ad Archive

Apple’s 2025 holiday campaign, A Critter Carol, delivers a visually arresting and emotionally resonant entry into the electronics market through TBWA\Media Arts Lab with a film that champions craft, creativity, and the narrative power of the iPhone 17 Pro. Centered on a delightfully unexpected encounter — a group of handcrafted woodland puppet critters stumbling upon a lost iPhone 17 Pro in a snowy forest and using it to stage a spirited musical number inspired by the Flight of the Conchords track Friends — the campaign positions Apple as a brand that fuses technological innovation with tangible artistry and storytelling warmth. Every detail, from the lovingly handmade raccoon, bear, owl, and squirrel puppets, to the meticulously handprinted wood block typography, foregrounds the human touch, while the narrative becomes a natural vehicle for demonstrating the iPhone’s advanced camera suite, including Center Stage, Dual Capture, and an 8x zoom. By filming the entire piece on the iPhone 17 Pro, the campaign transforms the device from object to subject, providing a living showcase for its cinematic potential and reinforcing Apple’s conviction that professional-grade filmmaking is now within reach of anyone with a smartphone. In a market where major competitors like Samsung, Google, Sony, and OnePlus stake their reputations on hardware muscle, ecosystem integration, or price-to-performance, Apple’s approach here elegantly sidesteps feature wars, opting instead for a story that champions the irreplaceable value of connection, craft, and authentic moments documented as they happen. With over 24 million views, the film secures mainstream cultural impact, further validating this product-forward strategy. What Clapboard’s taxonomy would classify as FORMAT#1—Demonstration, the device is not just featured but thoroughly integrated into the narrative, with its capabilities driving both the action and the campaign’s underlying promise of democratized creativity. The campaign earns a score of 83/100 in Clapboard’s global creative archive. For an industry obsessed with technical specification and incremental differentiation, A Critter Carol stands as a reminder that emotional resonance and the celebration of genuine craft are increasingly powerful levers for category leadership.

Barry and Mosley - Squarespace | Clapboard Ad Archive — archive collection thumbnail

Barry and Mosley - Squarespace | Clapboard Ad Archive

Squarespace’s 2025 campaign Barry and Mosley, crafted by Square Inhouse for the electronics market category, continues the brand’s strategic use of narrative-driven storytelling anchored by celebrity presence to highlight the platform’s user-friendly website-building capabilities. The 90-second film introduces acclaimed Irish actor Barry Keoghan returning to the windswept Atlantic coast, a setting resonant with his critically lauded roles, alongside Don Mosley, a donkey with Hollywood aspirations who needs a website to break into the industry. This humorous juxtaposition between Mosley’s limited acting range and Barry’s effortless navigation of Squarespace’s all-in-one platform underscores the brand’s core proposition: empowering creators and entrepreneurs to establish a professional digital presence with ease, regardless of their technical expertise. By having Barry craft Mosley’s online portfolio—from selecting the perfect domain to customizing the design and signature shade of green—the campaign effectively demonstrates Squarespace’s seamless integration of domain registration, site design, and branding tools in a way that is both entertaining and relatable. The film also cleverly taps into cultural touchpoints around the challenges faced by Irish talent in Hollywood, adding emotional depth and authenticity to the campaign while reinforcing Squarespace’s relevance ahead of its Big Game ad debut. Following the successful precedent set by last year’s Big Game prequel featuring Martin Scorsese and his daughter Francesca, Barry and Mosley leverages recurring celebrity-driven storytelling, a format Clapboard classifies as FORMAT#8—Ongoing Characters or Celebrities—using star power and comedic chemistry to maintain brand recall and build anticipation. With over 12 million views across social platforms including TikTok, Instagram, X, and LinkedIn, the campaign not only drives engagement but also reinforces Squarespace’s mission to support millions of dreamers and makers with cutting-edge digital tools. The campaign earns 73/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how integrating familiar personalities with authentic creative narratives can humanize technology brands and sustain audience interest in competitive event-driven marketing.

Goodbye Wireless Mouse, Hello Hamster - Logitech | Clapboard Ad Archive — archive collection thumbnail

Goodbye Wireless Mouse, Hello Hamster - Logitech | Clapboard Ad Archive

Logitech’s 2019 campaign Goodbye Wireless Mouse, Hello Hamster reimagines the wireless computer mouse by highlighting its defining physical absence—the tail—through a playful linguistic and conceptual pivot that recasts the product as a hamster rather than a mouse. This inventive repositioning within the Electronics and Technology sector uses humor and a biological insight to humanize a category often defined by sterile functionality. By embracing the fact that wireless mice lack the traditional tail of their wired counterparts, Logitech instills a unique personality property into the product, a move that aligns with what Clapboard’s taxonomy classifies as FORMAT#11—Unique Personality Property—where a distinctive product trait is creatively foregrounded to reshape consumer perception. The campaign eschews conventional demonstration or testimonial formats, instead opting for a singular, memorable twist that turns a technical feature into a source of brand identity and consumer engagement. The film medium asset supporting the campaign amplifies this strategy with visual storytelling that is both simple and witty, allowing the product to stand out in a crowded market by sparking curiosity and conversation rather than relying on direct comparisons or functionality showcases. This approach underscores Logitech’s commitment to innovation not only in product design but also in marketing communications, leveraging a quirky, relatable concept to deepen emotional resonance with users. The campaign’s strategic choice to rename wireless mice as hamsters injects personality and levity into a category that typically prioritizes performance over playfulness, reflecting a sophisticated understanding of how to differentiate through narrative and tone. Clapboard rates this 71/100 in its global creative archive. This campaign matters to the industry because it demonstrates how technical differentiation can be translated into a distinctive brand voice that breaks conventional category codes and invites consumers to engage with technology on a more imaginative and personal level.

Best OOO Email Ever - Novotel | Clapboard Ad Archive — archive collection thumbnail

Best OOO Email Ever - Novotel | Clapboard Ad Archive

Novotel’s The Best OOO Email Ever, created by AlmapBBDO and launched in Brazil in 2024, reframes one of office life’s most notorious irritants — the vacation autoreply — as a vehicle for engagement, humor, and brand conversion within the electronics and technology market category. Recognizing the twinge of envy that surfaces each time a colleague’s out-of-office message clogs an inbox, Novotel seizes on this universal moment of workplace FOMO to spotlight its bleisure proposition, offering a 20 percent discount at participating hotels in the Americas through personalized OOO message generators accessible via a dedicated campaign landing page. Tasked with recasting the dreaded autoreply as an invitation rather than a taunt, AlmapBBDO deploys an integrated approach that turns every OOO message into both a promotional tool and a wry commentary on office culture, all while reinforcing Novotel’s positioning as a full-service, work-life balance champion for today’s professional. Eschewing literal depictions of jealous coworkers forlornly chained to their desks, the campaign leans into what Clapboard’s taxonomy would classify as FORMAT#3—Symbolize the Problem, using the autoreply itself as a playful, empathetic stand-in for the longing to escape, and transforming that symbol into a source of real-world benefit. Amplified across Novotel’s digital and social channels, the promotional strategy humanizes brand communications and encourages participatory virality — employees are not just recipients of someone else’s holiday status, but become potential travelers invited to unplug themselves. The activation differentiates Novotel from competitive hotel chains by demonstrating category-savvy humor and platform fluency, and by directly addressing the emotional dynamics of modern hybrid work, it bypasses overt sales tactics in favor of relevance and resonance. As a campaign, The Best OOO Email Ever balances commercial goals with brand salience by channeling a moment of minor office pain into both a literal travel opportunity and a branded message that affirms leisure as both antidote and aspiration. Clapboard rates this 70/100. For an industry persistently challenged to inject fresh thinking into loyalty and offer communications, The Best OOO Email Ever points to the power of transforming a shared micro-irritation into broad, participatory brand value at the intersection of business, leisure, and digital life.

Cross paths with people in real life - Happn | Clapboard Ad Archive — archive collection thumbnail

Cross paths with people in real life - Happn | Clapboard Ad Archive

Happn’s Cross paths with people in real life campaign, conceived and delivered by independent agency Steve for rollout in France in 2025, repositions the dating app as the antidote to digital fatigue by proposing a future where technology uncovers authentic opportunity but remains in the background, letting real world spontaneity take center stage. Set against an emerging cultural backdrop where the relentless scroll has bred disconnect and skepticism around curated online personas, Happn’s core proposition — location-based matching for those who have physically crossed each other’s paths — is transformed from a product feature into a point-of-view on life and modern dating. This strategy deftly aligns the brand with singles who aspire to live life on their own terms: out in the city, sharing laughter, dancing, exploring — moments filled with serendipity and unplanned encounters rather than orchestrated online exchanges. The integrated media campaign, developed with production house No Maybe Yes for formats spanning digital, VOD, VOL (15s and 20s spots), PR executions in a longer 30s cut, and a prominent spring OOH push, visually narrates the beauty and promise inherent in these everyday interactions, capturing a tapestry of relatable urban life where connection is organic and meets the user on their terms. Refusing to fetishize the phone or gamify desire, the creative approach sits squarely within Clapboard’s FORMAT#10—Associated User Imagery, building its story around aspirational, lived-in profiles that reflect the audience’s own rhythms, aspirations, and potential. In a market category dominated by brands pursuing scale, algorithmic precision, or empowerment narratives, Happn stakes a claim as the only dating app with a genuine model for spontaneous, lived reality — a distinction emphasized in agency messaging and subtly reinforced in every touchpoint of the campaign. The brand message is singular: technology is merely the invisible thread; city streets, coffee shops, and parks are where relationships begin and where Happn’s value is proven. The campaign earns 61/100 in Clapboard’s global creative archive. At a moment when every corner of the electronics industry seems eager to appropriate the language of authenticity and real life, this campaign matters because it reminds the category that living brands are those built from distinctive product truth, not borrowed cultural trends.