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Instead of selling itself on claims of connection speed, which often get picked apart by the Advertising Standards Authority, Plusnet is positioning itself as the broadband provider that cares.

It’s a change of direction for the brand, which used to put price at the heart of its ads. The campaign, created by Karmarama, boasts of Plusnet’s unrivalled customer service. It features Plusnet’s spokesman, Joe, and a woman so frustrated by her internet provider that she moves to the woods. The work was created by Richard Connell and Clement Woodward, and directed by Sam Holst through Kream, Karmarama’s in-house production agency.