The Internet service provider ComHem has a communication strategy of picking up Internet phenomenon and making it “theirs”. This to reach their target group (young heavy users of Internet).

In this case an ordinary deal commercial was autotuned and run as a branding commercial. In the autotuned song the chorus line became: Fast, reliable and really really good broadband.

The film pointed to a website where you could make your own autotune. We called it “Juditune”.

At the site you cold take your picture and switch place with of one of the characters in the ad.

Then you recorded your own voice – preferably with the same lyrics as ComHem’s ladies sang, but of course the creative one could make up whatever he or she wanted! After a successful recording you could watch and then share your creation