Lapsed users targeted
Mozilla has launched an advertising campaign called Come Back to Firefox, directed at people who once used the browser and stopped. The company said the campaign runs across several markets and pairs reminders of the early web with the argument that Firefox still exists as an independent option. Mozilla's chief marketing officer, John Solomon, said people who left years ago would find a browser that is more private and gives them more control, including over artificial intelligence.
Viral names return
The campaign features eleven people associated with early internet videos and memes, among them Numa Numa Guy, Bad Luck Brian, Overly Attached Girlfriend, Kelly of "Shoes" fame, Where the Hell Is Matt?, Annoying Orange, Apparently Kid, Tay Zonday, Chuck Testa, Success Kid and Evolution of Dance. Each is used to make a point about a current frustration, such as a browser that wants to know everything about a user, corporate tracking and sale of personal data, or AI features users did not ask for.
Air dates and markets
Mozilla said two 30-second commercials will air on NBC in the United States from Sunday, October 25, after which the campaign moves to Germany, France and the United Kingdom. The work was created by the agency We Believers, with direction by the collective Sunny Sixteen and production by nobodys, according to the company.
Features cited
Alongside the campaign, Mozilla pointed to products and features it shipped over the past year, including a free built-in VPN, settings that let users decide when and whether AI is used, and an ad blocker for Firefox on iOS. It also cited an enterprise browser with support and data controls, technical partnerships with NVIDIA and Mistral, a redesign and sports and World Cup tie-ins.
