CenturyLink, known mostly for being a long-time provider of telephone service, was quickly depositioned as “slow Internet” when it entered the consumer connection business. For a time, this was true, but in many markets, CenturyLink had begun offering speeds that were faster than many of its competitors at a comparable price.
Peter Mayer developed a campaign that would illustrate this disparity in a way anyone could recognize: If CenturyLink was a cheetah (the fastest of all land animals), the competitors were like the sluggish house cat. This series of man-on-the-street spots introduced CenturyLink’s “cheetah-fast” Internet to the world.
96% brand awareness
in core markets
67% product awareness
of Internet offerings