Dalton Utilities · OptiLink
Leave
The Lag
Behind.
A humor-led campaign that turned technology’s most relatable frustration into a reason to choose OptiLink.
For generations, Dalton Utilities has provided water, wastewater, electricity and natural gas to homes and businesses in Dalton, GA. OptiLink, its internet, phone and streaming service, brings that same dependability to how people connect. Maycreate built a campaign around one idea: when communication breaks, everything else does too.
OptiLink was competing against larger regional providers, and its existing creative had gone stale. Coming on as agency of record, we saw a category where every provider sold the same things, and OptiLink needed a distinct voice to stand out among its competitors.
The frozen screen, the half-second delay, the “can you hear me now?” — every internet user knows these glitches. They’re easy to laugh about and instantly relatable. But broken communication has real consequences. A dropped word can cost a relationship, an opportunity or even the entire deal.
That became the strategy. Most providers sell the technology; we chose to sell the cost of not having it.
Guided by OptiLink’s brand pillars and the services they deliver, we developed the tagline “Leave the Lag Behind” and three video spot concepts. We chose humor on purpose: audiences laugh because they recognize the moment, and that recognition is what makes the stakes land.
We led with Carl. He’s mid-presentation on a conference-room video call when his screen freezes on his least flattering expression. His coworkers stifle a laugh while he scrambles at home to fix it. By the time he’s back online, the room is empty.
We scripted the spot for TV and radio and partnered with Cannonball Video to produce it, providing creative direction through pre-production, on set and post. The campaign then expanded into social, digital, sponsorship and outdoor.
Strategy
TV
Radio
Outdoor
Digital Advertising
Social Media
Telecommunications
Internet Services
A campaign that started with one spot has become a platform. “Leave the Lag Behind” is still running, and new TV spots followed in fall 2025.
video spot concepts developed
channels: TV, radio, print, outdoor, digital, social and sponsorship
years the campaign has been running
“We built this campaign around one idea: when communication breaks, everything else does too.”