| Title | Snail no more |
| Agency | New Commercial Arts |
| Campaign | Snail no more |
| Advertiser | CityFibre |
| Brand | CityFibre |
| Date of First Broadcast/Publication | 2023 / 10 |
| Business Sector | Internet Service Providers |
| Story | The advert dramatises how it feels for consumers to have an unreliable and slow connection. The heart of the creative concept depicts a family wearing giant snail shells, struggling to carry out their daily tasks in the home. The shells serve as a metaphor for the burdensome nature of bad broadband and bring to life the impact of poor quality broadband. |
| Philosophy | CityFibre, the UK’s largest independent full fibre platform, has launched its second integrated campaign highlighting the burden of using a legacy broadband network at home in 2023. The campaign will encourage consumers to upgrade their broadband by switching to CityFibre’s network, which is currently being rolled out to up to 8m UK homes. CityFibre’s second creative campaign will include a TV advert that will run on Sky AdSmart and ITVX, targeted to residents in CityFibre’s coverage area, and will be complemented by paid digital, social, OOH, direct mail and email campaigns. The campaign has been created by New Commercial Arts, an agency that unites brand and customer creativity to make brands more desirable and easier to buy. CityFibre’s nationwide full fibre network rollout now passes over 3m premises and is used by over 30 consumer Internet Service Providers including Vodafone, TalkTalk and Zen to provide broadband services. As the network continues to grow and evolve, CityFibre successfully launched the UK’s first wholesale 2.5Gbps symmetrical consumer broadband earlier this year. |
| Media Type | Television |
| Length | |
| Production Company | Rogue Films |
| Founder / Executive Creative Director | Ian Heartfield |
| Art Director | Raymond Chan |
| Copywriter | Alex King |
| Agency Producer | Jack Robinson |
| Business Director | Mel McMillan |
| Senior Account Manager | Toby Moynan |
| Senior Strategist | John Blight |
| Director | Simon Ratigan |
| Executive Producer | Charlie Crompton |
| Producer | Tim Nunn |
| Production Manager | Daniel Carter |
| Production Manager | Lucy Morton-Hicks |
| Director of Photography (DOP) | Martin Hill |
| Production Designer | Tom Gander |
| Model Making | Matter SFX |
| Flame Artist | Andy Copping |
| Costume | Emily Wilson |
| 1st AD | Jai Lusser |
| Editor | Bruce Townend |
| Editing Company | The Quarry |
| Post Production | Freefolk |
| Colorist | Marty McMullan |
| Post-production Producer | Charles Gillett |
| Sound | Phil Bolland |
| Sound | Sine Audio |
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