BBDO Takes EarthLink National

Internet service provider EarthLink, which is on the verge of completing a merger with MindSpring, launches its first national television commercials today, positioning itself as fast and easy to use.
The three TV spots are part of an overall $15-20 million advertising push that includes radio and outdoor. The effort takes direct aim at the Pasadena, Calif.-based company’s much larger competitor, America Online.
The television ads, which are set to air for two weeks in more than 70 markets, may be extended, EarthLink officials said.
BBDO’s Los Angeles and San Francisco offices created the campaign. BBDO is likely to inherit
the consolidated $80-100 million EarthLink and MindSpring advertising account [Adweek, Nov. 8]. Executives at Fallon McElligott, which handles advertising for MindSpring, said they are not pursuing the merged business.
The new 30-second ads tested last year. They show a few strange and humorous Web sites, and end with the existing EarthLink tag, “It’s your Internet,” and the new line “We just connect you to it.”
One television spot focuses on, which shows rows of cartoon hamsters dancing to an annoying song. “The Internet can change the way you live . . . and the way you annoy the person in the next cubicle,” says a voiceover.
“The advertising recognizes the mind-set of our consumers,” said Ken Mandelbaum, chief creative officer at BBDO. “These are people who turn to the Internet for fun, escape and creativity.”

Publish date: January 10, 2000 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT