The Guard Brothers Turn Cable Chaos Into Comedy for Kinetic’s 'Internet Better' Campaign

​The Guard Brothers, who are represented for commercial work through Merman, have directed the latest campaign from fibre internet provider Kinetic with McCann/Detroit. The campaign includes an anthemic hero spot highlighting its 'Internet Better' brand promise and a comedy vignette, 'Problems,' that humorously goads users who are still using cable online services instead of updating to fibre. The latter features a technician visiting a home that is tangled in wires with nerdy businessmen (the old cable company providers) hiding in a closet and camouflaged 'hidden fees' lurking in bushes in the front yard.

Tom and Charles Guard (The Guard Brothers) are highly sought after by advertisers and are well known for telling stories with scale, charm and a lightness of touch that has characterised their most iconic campaigns. They approach commercial-making with a cinematic eye and an uncanny ability to create narratives that are heartfelt, soulful and emotional. They have directed campaigns for Onstar, Toyota, Lexus, Sony Playstation, Nike, Nokia, Stella, Chevy, and GM among many others. Their work has been celebrated on many top advertising lists, and has garnered top prizes at industry award programs. Their Audi spot 'Prom' was ranked among the most popular on the USA Today Ad Meter.