IQ Fiber Internet Brightens Up Dull Worlds for the Super Bowl

Creative and production studio TigerLily animated a new spot for IQ Fiber, a leading internet service provider in North Florida. '100% Fiber. 0% Stress.' provides a colourful, product-forward look at the simplicity of switching to IQ Fiber with no hidden fees, data caps, or contracts. IQ Fiber offers a radically different customer experience than other internet providers. The :30 spot debuted on-air in the company’s markets, Gainesville and Jacksonville, Florida, during the Super Bowl. It will also live on IQ Fiber’s YouTube channel. In addition, elements from the spot will be used for additional print marketing, OOH assets, and strategic social media campaigns.

'100% Fiber. 0% Stress.' opens on several customers, portrayed in a drab grey world, who are frustrated with their current internet provider. They growl 'rep-re-sen-ta-TIVE!' into the phone while waiting for a live person to help them. “Shouldn’t your internet be easier by now?” asks the voiceover, as a young woman responds, “Uh, yeah!” The animation then transitions to a vibrantly coloured world as she seamlessly switches to IQ Fiber. The spot goes on to highlight the effortless ways customers enjoy '100% fiber-optic' with '0% stress' - from gaming to streaming across multiple devices, all without data caps. “Welcome to the Fiberhood,” concludes the VO as the neighborhood celebrates its smart WiFi connection. 

According to Kim Smithers, IQ Fiber’s chief marketing officer, “We were ready to level up our media and demonstrate the IQ Fiber difference with a bold but relatable story. Since the TigerLily team had the unique position of being one of our customers, they authentically captured the emotion and experience we see every day.”        

TigerLily chief creative officer Andrew Fallon and his team developed a script inspired by his own positive experience with IQ Fiber, focusing on the brand’s personable service and simplicity. Aesthetically, the design and animation take a cue from IQ Fiber’s existing marketing while pushing the use of stylised characters and spatial connections within the brand’s colour palette of pink, gold, and purple against a black background. 

“We focused on the key differentiators of IQ Fiber within the market and liked the idea of ‘no stress’ as a conceptual journey of the feeling you get when using their service,” says Andrew. “The IQ Fiber team were great partners who came into this collaboration with a clear concept, and we explored a bold creative approach that would express the brand identity in fresh new ways.” 

The characters in the spot represent the brand’s diverse user base. A mother, father, daughter, grandmother, young boy, work-from-home professionals, and several IQ Fiber technicians were among the characters TigerLily designed.

“We favoured brighter colours and fluid exaggerated movements without getting too ‘cartoony,’” concludes Varick Rosete, TigerLily chief design officer. “Simultaneously, the characters needed to feel real and relatable and do activities relevant to the IQ Fiber audience, like playing games and working from home. We treated the scenes almost like a stage play!”