CH 03Concept — spec work
Summer Selling
Not an ad for fiber internet — an ad for a job. Every spring, the same rented supercar, the same polo, the same unbelievable number. Frame the summer as a game you can win, and set it in 1985.
- Client
- Bonneville Fiber
- Year
- 2026
- Disciplines
- AdvertisingRecruitment
The problem
Regional fiber, pest and solar companies compete each spring for the same few thousand nineteen-to-twenty-three year old men. The recruiting creative is, without exception, the same ad: a guy in a company polo in front of a rented supercar, numbers on screen, a watch, a resort pool. It is the same ad because it is the easy ad, and because the money claim is the only thing anyone has thought to say.
The insight
The money claim is table stakes. What actually moves him is what his friends will think. Every company says thirty thousand dollars. Nobody believes any of them, and belief is not the bottleneck — he already knows the guy who came back with a truck. What he is weighing is two versions of the same three months.
The idea
He walks into an arcade, drops a coin, plays, and the machine pays out in front of a crowd. Tokens pour from the coin return and spill across the carpet while his friends grab his shoulders. A second execution runs the same offer without the metaphor — a rep at the curb beside a muscle car in a 1985 suburb, straight to camera. Built deliberately as an A/B: one sells the feeling, one sells the offer.
Concept work, made without a client brief. Not affiliated with, commissioned by, or endorsed by the brand shown.