How to create a brand campaign when people secretly hate you.

People see through fluffy promises.
When a customer says “Yes, fancy ad, but what have you actually done for me lately?” you need to have an answer. So we found those answers.

Common sense beats nonsense.
Instead of bland platitudes, Spectrum found concrete examples of how their common sense and advanced technology combine to create powerful, simple solutions to your everyday problems. Celebrating “lesser” features, even when there wasn’t a huge market for them. Why? Because these are the things you’d build if you could.

The message? We think like you think.
Brand tracking proved that people appreciated Spectrum’s useful, real-world approach. And the campaign itself proved that it’s easier to stand for something when you actually stand for something.