The audience: The ads were targeted at AT&T DSL customers in San Diego. This was an upscale audience, aged 30 to 54.

The goal: The goal of this campaign was to convert more AT&T high-speed Internet customers to Cox.

Tactics: The competition between Internet providers is intense. Providers attack each other and barrage consumers with a slew of offers. Ultimately, the customer gets confused and can’t even remember who said what. Red Door decided to take a different tact with this campaign and just focus on the positive benefits of Cox high-speed Internet with a tongue-in-cheek design of shining, happy, people holding hands. The mood is warm and fuzzy without taking itself too seriously. The ad acknowledges troubles in the economy with a headline that proclaims “Save time, Save money, Save Gas, Save the World.” The ad sells the benefits of high-speed Internet by showing how customers will save time and gas money. A car rolls in emitting bubbles. Happy people hold hands. And cheerful, uplifting music plays in the background. A low-priced introductory offer is an extra incentive for customers to sign up with Cox.