According to Forbes, telecom is the single most hated industry in the country. But if there’s one tactic that offsets hate better than anything it’s comedy – which is how we promoted their offering of free WiFi.

The spots were directed by Craig Gillespie (I Tonya, Cruella, Lars, and the Real Girl).

National Television, Print

• The campaign increased sales by 7% (during two quarters) and customer churn slowed by 40%
• Won gold at Chicago Ad Fest, won Hugo trophy

Check out another advertising project below (Or click over to branding).