Liberty Surf, the pan-European internet service provider, launches
its first TV advertising next week with two ads from WCRS (e-brands)
that form part of a pounds 15 million through-the-line campaign.
The TV ads, which are the first ever created by e-brands, are designed
to put across Liberty Surf’s proposition clearly and precisely. The
two-week-old ISP offers free web access and no off-peak call charges at
evenings and weekends. For one payment of pounds 20 users can get a
whole year’s worth of internet access and off-peak calls.
Paul Shalet, the marketing director of Liberty Surf, said: ’WCRS
demonstrated the ability to understand our market, move at internet
speed and provide real solutions to our marketing challenges.’
The two spots, ’lemonade’ and ’bubble-gum’, invite the viewer to imagine
what it would be like to buy something which never ran out. The first
shows a boy sharing a bottle of lemonade with his younger sister. She
glugs away greedily, but the bottle never empties.
In ’bubblegum’, another boy puts his money into a bubblegum machine for
a gobstopper, only to find that the gobstoppers keep on coming.
Chris Herd, the group director of WCRS (e-brands) said: ’Liberty Surf is
freeing the ISP market from monthly payments, call charges and hidden
costs. It’s ground-breaking stuff that demands a fresh approach to
The films were directed by Daniel Barber through Rose Hackney Barber,
art directed by Kevin Stark and Steve Vranakis and written by Nick
Kidney and Jonny Watson.
Media is handled by Starcom Motive.