Firefox is calling the old internet back together

Overly Attached Girlfriend, Dancing Matt and Annoying Orange have a new reason to reunite: Firefox wants its old users back. Mozilla’s October 25 campaign announcement brings the early-web figures into a browser advertisement aimed at people who once used Firefox, according to chief marketing officer John Solomon.

The familiar faces are doing more than triggering recognition. Mozilla connects the early web’s creativity with its pitch for user control, then asks people who moved on to return. It is a commercial use of internet nostalgia, with Firefox itself cast as part of the reunion.

Mozilla credits agency We Believers with creating the campaign, nobodys with production and the Sunny Sixteen collective with directing it. The promise of a more personal web is the advertising message; the reunion does not establish the browser’s privacy performance.