I like these ads a lot. Just one comment: why does it have to be an old lady on the last one? What is the target audience? You’d think (as an amateur) that a hot young teen would make a bigger impact if we want to attract those users. And this type of commercial seems to not target senior citizens. Am I wrong?

The Firefox logos don’t have the Copyright symbol with them.

The landing web pages look pretty inaccessible (ie. text in images, no heading, paragraph, subheading tags, etc.)

[...] The ads started running a few days ago…my esteemed colleague David Rolnitzky has a detailed breakdown of the thought process behind them on his new blog, so definitely check that [...]

David, these are fantastic. I really think you and Nobox have done a great job at describing some nuanced concepts (online security, the power of addons, the importance of personalization) in easy-to-relate-to fashion. I might encourage you to go further on the ideas of *why* personalization is important, and the idea that the user should control the browser which brings them the web, not the other way around, but I bet you’re already thinking of that.

Regarding comments about accessibility and text in images: that’s important to address, but I think that creating a rich and conceptually strong landing site kind of trumps them. I’d rather we work towards ways of making these sites more accessible by making it easier to display these sorts of rich graphics and text without relying on images. In the meantime, maybe text with display:none which will get picked up by screen-readers?

I agree with David’s assessment about showing an elderly lady versus showing someone more youthful. I also think there is a lot going on in the ad with the pizza on the table.

[...] The ads started running a few days ago…my esteemed colleague David Rolnitzky has a detailed breakdown of the thought process behind them on his new blog, so definitely check that [...]

[...] More details: Into the Fuzz and Giant Spatula. [...]

Huu cool theses ads really rocks!!!

These are fantastic ads – congratulations!

Thanks for all the feedback. In terms of the comments above regarding the “old woman” ad — one of the objectives here was to get a user’s attention (not in an obtrusive way, but in a “wow, that’s interesting” or that “looks cool” kind of way). The idea with the old woman ad was to provide the viewer with something that was unexpected (the dental “bling”) to illustrate the idea that you can customize your browser however you want using Firefox — no matter how out of the ordinary it may seem.

Congrats man! Can’t wait to see how these do.

[...] Giant Spatula e Mozilla Links (No Ratings Yet)  Loading [...]

Wow, great ads!

[...] these ads to make it into SpreadFirefox site so that it becomes even more popular.   Kudos to David from the Mozilla Marketing Team. You can find more details on the ads over here Tags:ad, campaign, [...]

[...] a décidé de lancer et tester une nouvelle campagne publicitaire au sujet de Firefox. Celle-ci est à propos de deux thèmes qui différencient d’emblée [...]

OMG! these are amazing! I cant wait to use them! how do i get these?

[...] docs as a checklist of sorts whenever we launch a new campaign. For example, when we developed our latest round of Firefox banner ads a few weeks ago, we made sure they were themed around concepts from this document (security and [...]

Thanks Phoenix — you can actually download the source files for these ads here:

http://www.spreadfirefox.com/node/28636

Enjoy!

These animations are fantastics. Wonderful!

Any chance of a plain animated image rather than an SWF, for people who like standards?

[...] are some interesting results from the creative messages that I detailed in a previous post. Overall, the “customization” message outperformed the “security” message by 2.5 X the [...]

Creative ads, glad to to see the appeal to Subcultures and lifestyles. Niche Markets are modern and in focus!

I love the idea and the first ad, however, I’m not sure about the comparative angle in the customisation adds. Someone who didn’t have any experience of browser customisation might not have any idea what customisation means and the restrictions other browser pose in comparison.

But I like the word personalisation. If you were aiming at a growing market of browser users I think you could make a comparison with the personalisation capabilities of the social networking sites that are growing in popularity. I think the focus could be online identity. e.g You have your own personal identities in Facebook etc and you can personalise/control what is shown. How about extending that to your browser and personalise/control how you experience the web…..

I think this angle clarifies the customisation features to non-users by relating them to a known context and growing desire for personalisation. However, of course, this may exclude those who don’t use social networking, but it’s a large market to aim at.

In terms of placing the ads on my blog, I actually came looking for some sort of “supporter of firefox” html badge that I could put on my sidebar without using flash. I think it would be good if you created a couple of images like this to be a subtle way for people to show their support.

Hi Betty — check out spreadfirefox.com. There are a good selection of badges/banners/buttons of different sizes for this very purpose.

[...] You can read the full background about the ad, it’s objective, and creative genesis here.  And, check out the animated banner in action! Digg [...]

Great Logos and Banners

NoeL

These are great. Is there going to be a follow up this?