The Installer
The Installer
Stopping a teenager from watching porn is like waiting for the 49ers to win another Super Bowl: pointless. Thankfully, Terra’s Parental Control, Brazil’s largest parental-control browser extension, makes it easy. We proved its point with a cheeky TV spot shot in the unmistakable style of adult films — minus the adult part.
Stopping a teenager from watching porn is like waiting for the 49ers to win another Super Bowl: pointless. Thankfully, Terra’s Parental Control, Brazil’s largest parental-control browser extension, makes it easy. We proved its point with a cheeky TV spot shot in the unmistakable style of adult films — minus the adult part.
Client
Terra
Terra
Year
2012
Category
TV │ FIlm
TV │ FIlm
CONTEXT
CONTEXT
In 2012, Terra wanted to increase downloads of its Parental Control browser extension, the most widely used parental web filter in Brazil. The challenge? Cut through a crowded market of generic, tech-heavy messaging and make parents laugh while showing just how effective the tool really is.
In 2012, Terra wanted to increase downloads of its Parental Control browser extension, the most widely used parental web filter in Brazil. The challenge? Cut through a crowded market of generic, tech-heavy messaging and make parents laugh while showing just how effective the tool really is.
CONTEXT
In 2012, Terra wanted to increase downloads of its Parental Control browser extension, the most widely used parental web filter in Brazil. The challenge? Cut through a crowded market of generic, tech-heavy messaging and make parents laugh while showing just how effective the tool really is.
IDEA
IDEA
We recreated the unmistakable look and feel of a classic 1970s adult movie — grainy film texture, sultry lighting, a flirtatious cable installer, and plenty of winking clichés. The twist? Just as the couple began undressing, each removed garment revealed another identical outfit underneath. From the couch to the shower, the scenarios grew more ridiculous, yet they were always fully clothed. The gag became a playful metaphor for Terra’s core benefit: long lasting innocence.
We recreated the unmistakable look and feel of a classic 1970s adult movie — grainy film texture, sultry lighting, a flirtatious cable installer, and plenty of winking clichés. The twist? Just as the couple began undressing, each removed garment revealed another identical outfit underneath. From the couch to the shower, the scenarios grew more ridiculous, yet they were always fully clothed. The gag became a playful metaphor for Terra’s core benefit: long lasting innocence.
IDEA
We recreated the unmistakable look and feel of a classic 1970s adult movie — grainy film texture, sultry lighting, a flirtatious cable installer, and plenty of winking clichés. The twist? Just as the couple began undressing, each removed garment revealed another identical outfit underneath. From the couch to the shower, the scenarios grew more ridiculous, yet they were always fully clothed. The gag became a playful metaphor for Terra’s core benefit: long lasting innocence.
RESULTS
RESULTS
Downloads increased by 38% within the first three months
Over 15,000 new installs during the campaign period
National TV and online impressions surpassed 8 million views
92% positive sentiment among surveyed parents who recalled the ad
Downloads increased by 38% within the first three months
Over 15,000 new installs during the campaign period
National TV and online impressions surpassed 8 million views
92% positive sentiment among surveyed parents who recalled the ad
RESULTS
Downloads increased by 38% within the first three months
Over 15,000 new installs during the campaign period
National TV and online impressions surpassed 8 million views
92% positive sentiment among surveyed parents who recalled the ad
More Works More Works
More Works More Works
Other Campaigns
Integrated │ OOH │ Radio
Other Campaigns
Integrated │ OOH │ Radio
Other Campaigns
Integrated │ OOH │ Radio
Other Campaigns
Integrated │ OOH │ Radio
The Impossible Combo
Brand Act │ Social │ PR
The Impossible Combo
Brand Act │ Social │ PR
The Impossible Combo
Brand Act │ Social │ PR
The Impossible Combo
Brand Act │ Social │ PR