Playing off the fact that kids often know more than adults when it comes to technology, the campaign features a precocious, affable twelve year old boy. The boy can’t comprehend why anyone would choose a dial-up service over Verizon Online DSL and takes it upon himself to spread the word via three spots (one 30" and two 60s"). His mantra is “They just don’t get it.”

Cost per call came in 16% lower than projections.