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UK provider Plusnet has launched a new advertising campaign this week, promoting the message of “Broadband that loves you back”.

The television ad, which first aired on Wednesday (August 12th), features the Plusnet Joe character seen in previous campaigns, but this time chooses to shift emphasis away from price to instead focus on the company's customer service offering.

It features a woman so frustrated and angry with the poor customer service from her broadband provider that she decides to live out in the wilderness and spend her time whittling spoons.

The latest advert is the result of a partnership with agency Karmarama and will air on TV, direct response, online, display and social media.

Richard Connell, Karmarama Creative Director, said the advert's message was likely to mirror the frustrations felt by many broadband users across the country.

He said: “We’ve all fantasised about leaving the frustrations of the modern world behind and heading off into the woods to live a simpler, spoonier existence."

Plusnet’s Head of Marketing, Sarah Pepworth, added: “We pride ourselves on being able to offer low cost broadband without having to compromise on service, and we are delighted to have a new campaign that gets this message across in a fun and memorable way."

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