Malcolm MacDowell is the star of a new pounds 6 million TV campaign
for LineOne, the free internet service provider.
Two TV executions, which go on air from next week, will be backed by a
national press, radio and outdoor campaign.
The ads are the Advertising Brasserie’s first work for the brand since
winning the account last month. The TV campaign is shot in black and
white and shows MacDowell talking directly to camera.
In one execution, he says: ’ISPs, portals, search engines, browsers. I
haven’t got time for any of it. I’m very impatient.’
The actor is best known for his performance as Alex in the film A
The campaign, which aims to position LineOne as the leading personalised
internet portal and access provider, ends with a voiceover that
announces: ’Get into the internet with LineOne and get more of the
things you want and less of the things you don’t. Define your own
Mary Turner, LineOne’s marketing director, said: ’Research among target
consumers has shown us that they want a service that is tailored to
their interests. We chose MacDowell because of his striking looks and
his charismatic screen presence.’
The site, which offers users free e-mail addresses, games, forums, chat
rooms and online shopping services, is backed by United News & Media and
BT. It has been in operation since April 1997.
LineOne claims to be one of the first portals in the UK to offer free
internet access. It now has more than 900,000 registered members and a
membership growth of 20,000 a week.
In March this year LineOne announced that it will offer unlimited free
internet calls ahead of rivals such as AltaVista and NTL. The deal is in
conjunction with Quip, a Milton Keynes-based telephone company. It will
consist of free, unrestricted internet calls, no monthly or annual
subscription fee and discounted national and international phone calls.