Francesca Newland believes that the strategy behind M&C Saatchi’s
TV commercial for Freeserve featuring a pair of love-making snails is
way off kilter: ’At the end of last year and the beginning of this year
there were loads of launch web ads that used weirdness in an attempt to
stand out from the crowd. Most dotcoms have since recognised that there
was a total overkill and have moved on. But not Freeserve, it seems.
This is especially strange because Freeserve is one of the few websites
whose offer is known and understood by the customer.’