Firefox Calls "Action" on Ad Contest

Firefox has launched the second part of its Firefox Flicks campaign, unveiling an ad contest where the best 30-second spots will be considered for a TV campaign for the browser.

The contest calls upon professional, student and aspiring filmmakers to submit broadcast-quality 30-second commercials for Firefox. The winning ads will be considered for inclusion in global marketing campaigns. Top ads will also win prizes, including a $5,000 gift certificate at B&H Photo, a multi-screen LCD display from 9x Media, and a media center PC from Alienware.

The ads will be reviewed by a panel of judges from the film, television and advertising industries, including Strawberry Frog CEO Scott Goodson; Six Feet Under cinematographer Jim Denault and actor Freddy Rodriguez; Charlie’s Angels and The OC director/producer McG; Partners director Geo Santini; Prime director/writer Ben Younger; and American Pie producer Warren Zide.

According to the creative brief for the project, submissions can be live action, animated, Flash-based, or any other style that “brings Firefox to life for the millions of Web users who have yet to discover Firefox and the better Web experience it delivers.”

The brief explains the goals as driving awareness of Firefox to a broader audience of mainstream consumers, and persuading them to visit getfirefox.com to learn more.

The primary target audience for the ad campaign is described as moderately experienced Web users, who use the Web for basic activities and may have had negative experiences as a result of spyware, viruses and other nuisances.

“Yet they see the value in the Web, and so return. But they likely do not clearly understand how a Web browser can improve their Web experience,” the brief states.

Mozilla advises filmmakers to “err on the side of subtlety,” while still taking risks and being fresh. They should also be sure the ad functions on a branding level more than at a features/benefits level. Key messages include an improved Web experience, and having a choice/fighting back against a single-browser world.

Earlier this month, Mozilla launched the firefoxflicks.com site to showcase the first stage of its open source marketing initiative — a Web site where enthusiasts could submit video testimonials. That campaign, which has received dozens of submissions from more than 20 countries, will continue to run alongside the ad contest.