<p>THE MWEB CALL CENTRE recorded its highest volume in more than a decade thanks to a FoxP2 TV campaign for Uncapped ADSL. The morning after the initial "sports" ad broke, the call centre was inundated with calls, compelling brand managers to help out by manning the phones. Three weeks later the volumes showed no signs of abating. </p>
<p>Three kinds of fanatical users are identified: sports fans, music and movie buffs. One ad shows a sports fan meeting his crestfallen alter ego (himself, decked out in Blue Bulls gear), who asks why he'd suddenly disappeared and was no longer watching and downloading sports programmes. </p>
<p>The problem? He'd hit his cap. The answer? Uncapped ADSL, which allows capped Internet users to reconcile with their Internet personas for only R219/month. Other ads feature a movie freak meeting himself as a sci-fit robot and a music buff. </p>
<p>"The ads capture the reality of an awkward break up," says creative director Andrew Whitehouse. </p>
<p>It was conceptualised by art director Reijer van der Vlugt and copywriter Justin Osburn, with post-production by Black Ginger.
<p>Three kinds of fanatical users are identified: sports fans, music and movie buffs. One ad shows a sports fan meeting his crestfallen alter ego (himself, decked out in Blue Bulls gear), who asks why he'd suddenly disappeared and was no longer watching and downloading sports programmes. </p>
<p>The problem? He'd hit his cap. The answer? Uncapped ADSL, which allows capped Internet users to reconcile with their Internet personas for only R219/month. Other ads feature a movie freak meeting himself as a sci-fit robot and a music buff. </p>
<p>"The ads capture the reality of an awkward break up," says creative director Andrew Whitehouse. </p>
<p>It was conceptualised by art director Reijer van der Vlugt and copywriter Justin Osburn, with post-production by Black Ginger.