The Internet security software market is a crowded and competitive one. Companies like McAfee and Norton are household names but their communications are often over the heads of consumers or riddled with scare tactics. Webroot had an opportunity to differentiate itself by leveraging their award-winning benefits (most of which are seamless to the user) as well as a more approachable look, tone & manner that didn't frighten but instead empowered users. We created a variety of ads that tapped into these different strengths. These messages all seem to have resonated with consumers but the ad featuring their awards performed best.