WHEN ADVERTISING FOR A COMPANY CALLED IQ FIBER, THE WORK HAS TO BE NOT DUMB
- Nate Kneezel
- 9 hours ago
- 2 min read
IQ Fiber, a Jacksonville-based internet provider, offers a stress-free experience, exceptional service and no contracts. Just like Darling (except for the no-contract part). So they’re one of those emerging brands with a strong ethos and clear competitive advantages.
So when we looked at their differentiators–reliable, high-speed fiber internet complemented by reliable, high-speed service–we asked ourselves the obvious question, "Why wouldn’t everyone do it this way?" Within a week or two of noodling on the brand, we answered our own question with what became the tagline:
Somebody Had To.
IQ Fiber's marketing team embraced the confident new tagline, feeling it perfectly reflected their business practices and their swagger. So we scripted a fast-paced, dynamic TV spot with an assertive voice and visual tone for the next-gen internet provider. But with only 30 seconds (sometimes only 15, depending on the media buy) to declare the advantages of IQ Fiber, we’d have to do it quickly.
Perfect. A fast spot made sense for a high-speed internet provider. We recruited Antidote Studio to help bring our script and vision for “Somebody Had To” to 4K and phone screens wherever IQ Fiber is sold.
To further extol the IQ Fiber difference, we also rolled out ads for OOH, social and display with simple, intelligent copy and an energetic aesthetic. After all, when your product is an intuitively smart choice, why overcomplicate the message?
At this point, if you reside in Florida, Georgia, South Carolina or Maryland, and are reading these ads and yearning for a more utopic version of the internet in your home or business, you should probably take a moment to see if you can switch to IQ Fiber.
As a company, IQ Fiber is so adept at delivering better internet service that they’ve built a cult-like fanbase of customers who have even been known to defend the brand on social media. We just needed to match that passion with a campaign. Well, somebody had to anyway. Glad it was us.
