Turkcell Superonline is the leading Internet service provider (ISP) brand of Turkey. In the film, it is positioned a hero who destroy and demolish the buffer icon. Utilizing “medium is the message” motto, the media have also very significant role in this campaign. Hence pre-roll watched before the videos is chosen. The pre-roll began with a buffering sign on a solid background. When they first saw the buffering sign, users thought the video they were trying to view was not loading. Kerem Bursin, the celebrity who starred in the TV commercial, stepped into the scene and started punching the buffering sign until it disappeared.