Behind the scenes of Ultrafast

Behind the scenes of Ultrafast

Over the past several weeks, you’ve probably seen our new Ultrafast Internet commercial on TV, starring local ultra runner Max King. It’s part of a larger multimedia campaign that touts our three new Internet packages for residential customers, with speeds up to 300 Mbps.

In other words, the fastest Internet in Central Oregon is faster than ever, thanks largely to the work we’ve done over the past year to quadruple our network capacity.

“Faster speeds don’t just happen overnight, but require investment, time and commitment,” says Claire Johnson, manager of Consumer Marketing for BendBroadband. “Max King’s rigorous daily workouts and dedicated training are a metaphor for the millions of dollars our parent company TDS has invested in the regional network.”

Concepting for the Ultrafast campaign started way back at the beginning of the year and eventually zeroed in on King, who is not only a successful and well-known local athlete, but also an upstanding member of the community.

“Max offers free speed workshops at the COCC track on Tuesday nights. He hosts running camps for kids and adults,” says Shelby Little, BendBroadband’s manager of Creative Services. “Plus, he is a champion. His speed and determination results in wins.”

Once King was on board, Little’s team went to work crafting a script and look for the campaign, which is the third installment in a series that includes our Rock On and Every Second Counts commercials. The unglamorous and uncomplicated production took place in the Adventure Medics building on Brinson Boulevard last spring.

“I remember Max came in to the warehouse and he looked concerned about the unpolished, industrial setting,” Little says. “We shot in the warehouse for a half day, then met up with Max near Shevlin Park for sunrise the next morning.”

The crew was small: two people indoors, and just one at Shevlin Park. Local musician Jared Smith of the band Wilderness created the high-energy music bed for the spot. Former BendBroadband videographer Trevor McCreery “did a masterful job catching the images and weaving them together to tell a compelling visual story,” Little says.

Speed is the primary message of the campaign, but it’s worth noting the entire TV commercial was produced in Bend by people who live in Bend.

“I believe it conveys our commitment to the region and reinforces the fact that we’re a local provider,” Johnson says. “There’s hundreds of us working for BendBroadband in Bend and it was fun to work with Max and to film locally. It’s prompting customers and non-customers alike to take another look at our services and to learn more about upgrades we’ve made.”

With the Cascades in the background, Max King runs during the Ultrafast shoot last spring.
With the Cascades in the background, Max King runs during the Ultrafast shoot last spring.


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