The young internet lifts distance learning to new heights in this Super Bowl XXXI spot for MCI by Messner Vetere Berger McNamee Schmetterer/Euro RSCG, one of a pair for the telecom in the 1997 game (see also "Emoticons"). Compare the optimistic tone with the more feature-focused pitch in AOL's 2004 trio ("Slow Ride," "Car," "Motorcycle") and a dark vision of the web in Coca-Cola's 2015 "Download Happiness."
"MCI provided us with a number of stories of where they were using the internet interestingly and differently," recalled Michael Lee, a creative director on the spots along with Joe O'Neill, in 2016. "One of those stories was about a high school class communicating with members fo the Space Station, over video and email. Joe and I pretty much took it from there. We found a visual way of linking the two, turning a classroom into a weightless environment."
This is a minute-long version of the 30-second cut that actually aired on Super Bowl Sunday.
Director: Peter Smillie. Production company: Smillie Films.
Chief creative officer: Tom Messner. Creative director/copywriter: Joe O'Neill. Creative director/art director: Michael Lee.
AGENCY: Messner Vetere Berger McNamee Schmetterer/Euro RSCG