The company has set up the industry's first 'ISP package advice line' backed by its biggest campaign, starting next week.
The £12m activity, by M&C Saatchi, will invite consumers to call a freephone number to discover which of its internet packages best suit their requirements, be it Broadband, Anytime (dial-up narrowband) or No Ties (pay as you go).
Ads set in Hyde Park's Speaker's Corner will show hippies in a state of confusion and a signpost pointing out the three internet options.
The advice-based strategy contrasts with rival AOL, whose present ads revolve around content such as music and sport.
The campaign breaks on October 1 on TV, outdoor, press and online, with media handled by Walker Media.
Meanwhile, Freeserve is having second thoughts about rebranding, despite explicitly ruling out a name change in the spring.
Instead, it revamped its logo in the summer to state 'a Wanadoo company' in a smaller font. But this week Freeserve consumer managing director Keith Hawkins said: "I can't say it (rebranding as Wanadoo) won't happen in the future, but no decision has been made."
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