This Relatable Ad for Fiber Internet Brings the Frustrations of Slow Wi-Fi Into Real Life

Saatchi & Saatchi New Zealand shows how lag holds you back

Wi-Fi glitched image
Carl contends with a number of lag-fueled issues thanks to his slow Wi-Fi. Saatchi & Saatchi New Zealand

It’s 8 a.m. You log on to your first Zoom call of the day and, thanks to your shoddy Wi-Fi, you immediately freeze on screen. Cue a frantic restart.

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.