Anthony “Spice” Adams was an NFL player until March 2013. The American television host, actor, and comedian is also a meme. The Anthony Adams Rubbing Hands meme – Adams dressed in a yellow jacket, peeking from behind a tree, rubbing his hands and licking his lips – is being used as a reaction to a post or comment in social media.
Leo Burnett has refreshed the Anthony Adams Rubbing Hands meme in its Australian campaign for internet provider, Superloop – drawing attention to its new brand positioning and platform, Refresh Your Internet, in the very cluttered ISP sector.
The campaign is Superloop’s first major Australian campaign and Leo Burnett’s first work for the brand since the agency was appointed to the account after a competitive pitch last year. The work focuses on showing how “super” the internet experience is with Superloop through a range of distinctive brand messages, from investment in the network with the laying of deep sea cables, to its My Speed Boost service which gives customers the chance to increase their internet speed with the push of a button. Superloop promises to provide game-changing solutions to problems that have long been accepted and therefore neglected, and invites Australians to Refresh Your Internet by reframing the way they think, choose and interact with their ISP.
The full campaign covers television, out-of-home advertising, display, online and social.
Superloop chief marketing officer, Ben Colman, stated, “At Superloop, we’ve put the work in to make sure we can truly unleash the unlimited possibilities of the internet. We’ve built an incredible network, we’ve got market-leading product innovations that solve genuine customer pain points, and we’ve got tremendously talented people committed to rethinking and refreshing the way customers experience the internet. We had an absolute blast partnering with the team at Leo’s. Through their work, and with a special thanks to Spice, these ads show you who we really are: down-to-earth problem solvers, who live and breathe the internet.”
Leo Burnett general manager, James Walker-Smith, added, “When we first started talking with Ben and the Superloop team, it was clear we were on the same wavelength. With a bold growth ambition from the business, a shared belief in the power of creativity and a desire to have fun working together, it was clear we were going to get somewhere good. With our campaign, we’ve tapped into the human truth of the category: that we’ve all put up with ‘good enough’ for too long and it’s time we took a fresh look at how we get our internet. Superloop is perfectly poised to shake up the category, and we’re here for it.”
Mark Carbone and Nico Smith, associate creative directors at Leo Burnett Sydney, commented, “It’s been a while since the internet’s had a refresh, so it’s been great to work with a brand that is committed to supercharging it. Refresh Your Internet holds us and Superloop accountable to creating a better internet experience for everyone. We set out to create a brand that is of the internet, from using refreshed memes as spokespeople, to leaning into a design aesthetic that feels at home online, and even refreshing the old dial-up sound for the sting. This campaign has been a lot of fun to make, but it’s just the beginning of something bigger.”
Credits:
Client: Superloop
Chief Marketing Officer: Ben Colman
Head of Communications: Kelly Martin
Marketing Manager: Justin Payne
B2B Digital Marketing Manager: Aline Rivas
Creative Agency: Leo Burnett Australia
National Executive Creative Director: Andy Fergusson
Chief Strategy Officer: Catherine King
Head of Strategy: Ilona Janashvili
General Manager: James Walker-Smith
Associate Creative Director: Mark Carbone
Associate Creative Director: Nico Smith
Creative: Michael Dawson
Motion Graphics Lead: Izy Kali
Conceptual Designer: Dinah Pollard
Lead Integrated Producer: Justine Dooner
Group Business Director: Andrew Thistlethwaite
Senior Business Director: Nicole Denning
Senior Project Manager: Dani Garabedian
Production Company: Finch
Director: The Bobbsey Twins from Homicide
Executive Producer: Nick Simkins
Producer: Alex Taussig
Icon illustration: Greg Cooper @ The Jacky Winter Group
Post Production: Atticus
Sound Design & Sting: Otis
Media Agency: Hearts & Science
Senior Planning Director: Callum Davies
Group Business Director: Laura Myers
