If dogs had opposable thumbs, they’d probably take over the world. And honestly? That might not be the worst thing to happen to us right now.
Standard Practice and WOW! Internet seem to be testing this theory with their latest campaign, “A Better Breed of Internet,” starring Wowzer—a French Bulldog with human hands who’s become the telecom industry’s most unexpectedly beloved mascot.
Three years into what started as a wild creative bet, the Boulder indie agency isn’t just sticking with their thumb-having canine. They’re going all in.
The new spots showcase Wowzer in his full glory. “Superfan” features a WOW! customer who’s gone full devotee (relatable), while “Best in Internet” sees our hero claiming top honors at a dog show for demonstrating reliability, simplicity, and transparency. Because what else would a dog with human hands win awards for?
The Evolution of an Eccentric Icon
What’s remarkable about this campaign isn’t just that it exists—it’s that it’s evolved beyond explanation. When Wowzer launched in 2022, Standard Practice felt compelled to justify the weirdness. Now? The weirdness justifies itself.
“Yes, there’s a dog with human hands in the room, so what?” says Steve Dolan, Partner & Creative Director at Standard Practice. “Of course there is.”
It’s the kind of confidence that only comes from a client-agency relationship built on mutual trust—and maybe a shared appreciation for the absurd.
Behind the Paws: Creative Insights from Steve Dolan, Partner & Creative Director at Standard Practice
How the brief evolved over three years: When Wowzer first launched in 2022, the team felt they needed to explain everything—who he is, what he is, why he exists. But after three years, that’s all ancient history. He’s now just an established, beloved mascot. People can simply delight in his weirdness without question. Like the internet he represents, all you really need to know is that he’s dependably awesome.
What the team learned this time around: The third campaign brought new creative freedom but also new challenges. The team discovered fresh ways to elevate Wowzer’s look and capabilities from a VFX standpoint. The scary part? Not being able to tell what would work best on set, since this is inherently such a post-heavy campaign. They had to trust the process.
The creative output: Everything they dreamed it would be, according to Dolan. Credit goes to a client willing to go big, have fun, and take risks—plus director JJ Adler, who helped take the campaign and mascot to spectacular new heights.
The hard truth about comedy: It’s hard to write. Hard to sell. Hard to bring to life. But with the right team, it’s about as fun and rewarding as it gets.
Advice for selling in bold work: Bring the client along and genuinely listen to their needs. By the time you get to the crazy idea, it suddenly makes great business sense. The key? Back every idea with strategic discipline—what Dolan calls “permission” for the client to buy in.
When Weird Works
Director JJ Adler (Manscaped, Geico, Progressive) brought the visual comedy chops needed to make a VFX-heavy campaign feel grounded in genuine humor. The result? A campaign that’s managed to cut through the telecom clutter by refusing to act like telecom advertising.
“The Wowzer campaign has provided distinction and impact in a cluttered media landscape,” notes Loren Husson, WOW!’s VP of Growth Marketing. The numbers back it up—third-party research shows the campaign has positively influenced brand perception.
The campaign rolls out across WOW!’s 20 markets in the Midwest and Southeast, with radio, OOH, paid social, and digital support. But the real reach might be in proving that brands don’t need to play it safe to play it smart.
Maybe we should let them.
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