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GOAL
Create an ad campaign for web.com
highlighting specific products and
services. The campaign would target
new small business owners, and
differentiate the web.com brand with a
light-hearted humor and charm.
Challenge
Our challenge was to differentiate web.com
from other brands targeting the “dreamer”
small business owner in the web hosting
and design space, and to reinforce the story
of the web.com brand.
Our Approach
We wanted to differentiate web.com by
using humor and charm, and by focusing on
the aspirational spirit of the small business
“dreamer” archetype. We achieved this with
deliberate casting choices, focusing
primarily on actors with comedy
backgrounds, and by structuring the scripts
around a central ‘entrepreneur’ character
who would be helped by a web.com service.
This allowed us to target a broad range of
potential web.com customers by speaking
directly to their needs.
Each video was scripted to have the
on-screen ‘entrepreneur’ character interact
with the narrator, and for the two to play off
of each other. This allowed us to hammer
in the key messages, and to create a
natural context to answer questions the
viewer may have.
This white studio visual approach enabled
a style of 2D animation we used to drive
the “dreamer” concept, and to highlight the
products and web.com platform.
Scripting & Storyboard
Phil is in a white studio. We see him
with some pipes
VO: Meet Phil. Phil is a plumber
We now see Phil with his kid.
VO: (continued)- a father
We now see Phil with a basketball.
VO: (continued) a basketball fan,
but above all...
We see Phil with a HUGE bouquet of
flowers in his face.
VO: Phil loves flowers. CUT Website Builder
animation.
CUT We see a flower shop appear around Phil.
VO: Phil wants to turn his hobby into a profession, and
start selling his bouquets online.
LIVE: Phil speaks to camera.
PHIL: I prefer arrangements.
A button to access the website builder animates in
and a cursor clicks it.
VO: Phil should use the website builder from
web.com
The website builder opens up.
VO: - the all-in-one, easy to use, simple tool to build a
website that’s anything but simple.
ANIM: A bunch of labeled templates appear.
VO: Not sure where to start? Web.com has hundreds of
industry-specific templates for local shops...
White Studio Shoot