Internet service provider EarthLink today unveils TV, radio and outdoor ads with the launch of what could be a $50 million campaign. Humorous ads, which portray EarthLink as a low-cost, helpful, but hands-off ISP, are the first from BBDO
West, Los Angeles. Each TV spot shows a PC with a user's favorite - but offbeat--Web site running on it. The tagline is, "It's your Internet. We just connect you." Outdoor ads tweak America Online: "email@example.com, firstname.lastname@example.org." Ads will run for two weeks in 70 markets; EarthLink then will evaluate how to proceed. Ads break as EarthLink prepares to complete a merger next month with MindSpring Enterprises, forming the No. 2 Internet access provider behind AOL; the venture will use the EarthLink name.
Copyright January 2000, Crain Communications Inc.