WOW! Internet Launches Eccentric New Campaign "A Better Breed of Internet" Featuring Beloved Mascot Wowzer

Jun. 03, 2025

In a category where fast, reliable internet is the bare minimum, WOW! Internet is taking a bold, humorous leap to stand out with its latest campaign, “A Better Breed of Internet.” The campaign, developed by independent creative agency Standard Practice, stars the brand’s quirky and loveable mascot, Wowzer—a French Bulldog with human hands—delivering a fresh take on dependability, simplicity, and transparency.

The new spots raise the bar for WOW!’s creative investment and lean fully into Wowzer’s eccentric charm. In “Superfan,” a customer’s obsession with the canine mascot illustrates how customers feel they’re in the best possible hands. Meanwhile, “Best in Internet” features Wowzer claiming the blue ribbon at a dog show thanks to his winning traits—mirroring WOW!’s core internet service attributes.

Steve Dolan, Partner & Creative Director at Standard Practice said:

“This campaign is a testament to a client willing to take a big swing. Instead of playing it safe, they trusted their gut. And, based on the numbers, it hasn’t let them down.”

 

To bring Wowzer’s quirky world to life, the team tapped JJ Adler, acclaimed director known for her comedic work with brands like Manscaped, Geico, Gain, and Progressive. The result: a campaign that’s as unexpected as it is memorable.

Loren Husson, Vice President of Growth Marketing and Integrated Planning at WOW said:

“The Wowzer campaign, designed by Standard Practice, has provided distinction and impact in a cluttered media landscape for WOW! Wowzer is well-liked, memorable, and we know from data gathered by a third-party research group that the campaign has had a positive influence on the WOW! brand.”

 

The campaign will air across WOW!’s 20 markets, including Michigan, Alabama, Tennessee, South Carolina, Georgia, and Florida. It will be supported by radio, out-of-home (OOH), paid social, and digital activations.