TBWA GGT Simons Palmer has created a pounds 10 million launch
campaign for News International’s internet service provider, bun.com,
using the literal analogy of people surfing.
Set on Australia’s Surfer’s Paradise beach, the commercials feature a
team of strapping lifeguards who rescue struggling surfers from the sea,
illustrating the line: ’bun.com - where it’s safe to surf.’
In one execution, a suited man who had been surfing the web for a car is
dragged from the sea only to be told that his board - his keyboard - has
not survived. A towel is carefully laid over it.
In another, a businessman and his computer equipment are dragged from
the water. He is told that his board is OK, but his mouse has had
it.
Both men are warned to surf where the safety flags are - blue flags
featuring the bun.com logo.
A total of four executions break next week and aim to show that bun.com
is a safe environment to dip into the internet’s sea of information.
bun.com was previously known as currantbun.com and was The Sun’s free
ISP. However, News International is dropping the ’currant’ in a bid to
target a broader audience.
The launch ads were shot in a documentary style by Neil Harris at Arden
Sutherland-Dodd and feature real lifeguards.
They were written by Damon Troth and art directed by Joanna Perry.
Media, which includes TV, radio, press and online activity, was planned
and bought by Carat.
