The above web film from McCann NY (which is slightly different than the TV spot that’s been airing) is for Verizon’s FiOS network, advertised as “America’s fastest Internet” with “speeds higher than advertised,” which doesn’t make a whole lot of sense, but we’ll roll with it.
In “Vision,” McCann employs good comedic timing and simplicity, the latter of which being an element we don’t see much in marketing for the latest, fastest technology products. For comparison, look at it next to TV spots for Verizon competitor, AT&T. AT&T’s been pushing their 4G mobile broadband service in TV spots for about a year now, and each spot depicts someone’s lagging Internet speed preventing them from sharing in their peers’ revelry on a similar time frame. The slice-o-life spots portray scenarios that could potentially happen to someone, but only in an extreme circumstance.
With “Vision,” on the other hand, the viewer doesn’t realize it’s a slice-o-life ad until the punchline, which in this case depicts an event that is an actual regular occurrence for most Internet users. And, it’s here that Verizon’s insight bests AT&T. The most frustrating problem with slow Internet is not the “fear of missing out” due to a slight network delay, it’s being forced to play the waiting game. Credits after the jump.
Creative Director/ art director
Creative Director/ writer
Executive Creative Director