New Airband broadband campaign challenges ‘slow life’ in the country


Airband, one of the UK’s next generation internet service providers, created to bridge the digital divide between rural and city, launches this week with a new brand campaign created by The Corner London.

Airband makes rural point

In a world in which cities get everything first, rural communities are often overlooked by ‘big broadband’. Airband are on a mission to deliver Ultrafast Broadband for the people who don’t live in cities, because they need it too.

Working with Illustrator Andrew Rae again, The Corner launches with a 30 second TV ad entitled ‘What do they know’. Voiced by comedy actor Charlie Cooper of ‘This Country’ fame, the ad takes on the lazy stereotypes that are used to characterise life in the countryside.

Targeting the areas in the southwest of England and Wales that Airband serves, the ad will be followed by a second TV execution next month, alongside radio, OOH, digital, social and influencer activity.

At a time when so many people are re-evaluating whether they can find a better life outside of the UK’s major cities, and the reluctance of big broadband brands to build out fibre networks in rural parts of Britain, Airband’s promise of ultrafast broadband for people who don’t leave in cities, has never been more relevant.

James Hyland, Head of Marketing, Airband said: “We couldn’t be prouder of our new brand campaign. For too long communities and businesses outside of major cities have had to put up with sub optimal broadband.

“Airband changes all of that, and our new campaign shows that we understand what life in the country is really like, after all, it’s where we’re from!”.

Tom Ewart, Chief Creative Officer and Founding Partner, The Corner, said: “Just because you live in the countryside, doesn’t mean you don’t ‘internet’.

“Netflix, COD, Zoom calls, crypto trading, carbonara tutorials, doomscrolling… are just as important to people living in a small market town as EC1.

“And our indignant village duck, voiced by the very charming Charlie Cooper, makes this point in no uncertain terms.”