While many of the Baby Bells are making DSL pitches using the word free, broadband is positioned as a lifestyle in a campaign breaking the week of April 10 from NorthPoint Communications Group. The company, offering broadband communications via Internet service providers and other partnerships in 37 U.S. markets, breaks with a print effort tagged, "Experience the Internet like never before." One series of executions, headlined "Working broadband," targets small to medium-size businesses. A second effort, headlined "Living broadband," targets consumers. Grey Advertising, San Francisco, is the agency.
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