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

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.