"Apology" - Cox Internet
- kylerpet
- 7 days ago
- 1 min read
September 2025
Assignment:
A surprising number of people use their mobile hotspot as their sole source of internet at home. In late summer 2025, Cox Internet had its eye on converting these “mobile-only” users into internet customers. Part of this campaign involved a radio ad, which is always an opportunity to push a typical message in a more creative direction.
Approach:
Mobile hotspots usually can handle internet usage from one person. But the more bandwidth you use, the less reliable your hotspot becomes.
Wanting to dramatize that fact, I wrote a script from the perspective of a sad-sap mobile hotspot, apologizing for not being able to keep up with multiple users. Our clients, most of whom avoid self-deprecating humor like the plague, couldn't get enough.
Before you ask, yes. The casting process for the karaoke singer was one of the funniest moments of my career.