Everyone who’s ever worked for a high-speed Internet provider knows two things. First, the internet is always going to get faster. Second, the advertising of said faster internet will involve some kind of speed metaphor. The problem for us was it felt like the speed-metaphor well had run dry. Rabbits, rockets, jet cars and cheetahs had already appeared in their fair share of commercials, and there were no fresh options left on the shelf. Maybe what the spot needed wasn’t one single metaphor for speed, but rather a half-dozen over the top, ever changing, ridiculous metaphors for speed. Yeah. That’s the trick.
Director: Noam Muro
Most awarded spot of 2009 — Creativity’s Awards Report