As tracking and unwanted AI reshape the web, Firefox reunites the internet’s original viral icons to make the case for a browser that puts people back in control in the new campaign created by We Believers, produced by nobodys, and directed by Sunny Sixteen
In its new campaign, Come Back to Firefox, the independent browser by Mozilla reunites personalities behind some of the early internet’s biggest viral videos and memes for one simple message: The internet you loved is still here, and Firefox is the easiest way back.
This multi-market campaign is aimed at people who once used Firefox and left. While it nods to the past, Firefox continues to evolve, giving people more reasons to love and rediscover it today. It arrives after a transformative year for the browser.
Business growth and partnerships: A dedicated Enterprise browser giving organizations expert support and control over their data. Technical partnerships with NVIDIA and Mistral, extending what Firefox can do from gaming to AI.
Increased protection and control: New products and features shipped including a free built-in VPN to help keep browsing private, with no extra download or cost. AI Controls, to let people decide when and whether to use AI, and an Ad Blocker for Firefox on iOS for fewer ads and trackers.
Brand and culture: A new modern design, a first sports partnership with Wrexham AFC and World Cup presence connecting Firefox to one of the year’s biggest cultural moments.
“Firefox was there then, we’re here now, and what we stand for matters more than ever,” said John Solomon, Chief Marketing Officer at Mozilla. “People who left Firefox years ago will find a browser that’s more private and gives them more control, including over AI.”
The Campaign
Come Back to Firefox brings together some of the world’s most memorable internet icons: Numa Numa Guy, Bad Luck Brian, Overly Attached Girlfriend, Kelly of “Shoes” fame, Where the Hell Is Matt?, Annoying Orange, Apparently Kid, Tay Zonday, Chuck Testa, Success Kid, and Evolution of Dance. Each takes on a modern frustration with humor:
- Overly Attached Girlfriend may have wanted to know everything about you, but your browser shouldn’t.
- Dancing Matt boogied all over the world, without any corporations tracking him or selling his personal data.
- And while Annoying Orange is still incredibly annoying, he’s not as annoying as forced AI features.
The campaign launches in the United States Sunday, October 25th, with two distinct 30-second commercials airing on NBC. Next, it rolls out in Germany, France, and the United Kingdom.
“Being on set was a reminder of why those moments mattered,” said Solomon. “Ordinary people making things on the internet that made it feel so surprising and fun, and that’s the feeling we wanted to bring back.”
The campaign was created by award-winning independent agency We Believers, and brought to life by directing collective Sunny Sixteen and production company nobodys. Together, they meticulously recreated each performance, look, and even the sets from the original videos, taking each internet personality back to where their story began.
“We wanted an idea that truly belongs to Firefox, a challenger browser that helped shape the internet’s golden years and stayed independent as Big Tech took over,” said Gustavo Lauria, Founder and CCO at We Believers.
“What looked effortless in the original videos, required incredible attention to detail to recreate. From the rooms, wardrobe, lighting, camera look, and even the imperfections, we wanted to preserve the spontaneity that made those moments resonate in the first place,” added Gabe Reiter, Managing Director at nobodys.
The campaign is one of Firefox’s most ambitious yet but is rooted in what has always set the browser apart from Big Tech: its commitment to putting people before profits and giving them more control over their online experience. Now, Firefox says it’s never been a better time for people who once used the browser to take another look.
About Firefox
Firefox is a web browser developed by Mozilla, built to give people more choice and control over their online experience. With built-in tracking protection, customization options, and a commitment to an open internet, Firefox offers an alternative to browsers developed by the world’s largest technology companies. Learn more at firefox.com.
About We Believers
We Believers is an independent creative agency that partners with ambitious companies to turn consumers into true believers in their brands. It has earned more than 400 international awards, including being named Independent Agency of the Year at both the Cannes Lions International Festival of Creativity and the Clio Awards, as well as Creative Agency of the Year by Ad Age. By bringing together creativity, innovation, and goodwill, We Believers creates work that earns people’s attention and drives business results, proving that the best advertising doesn’t feel like advertising. Learn more at webelievers.com
About nobodys
nobodys is a Los Angeles-based production company that produces bold, distinctive work across broadcast, social media, and still photography, built on a simple belief that the work should be the loudest thing in the room. We champion directors’ creative visions and shepherd the entire production process, from initial pitch to final delivery. Our approach brings different formats together into one creative ecosystem, adapting the scale of each production to suit the idea. With a curated roster of distinctive directors, nobodys brings premium craft without the pretense, believing that how great work gets made matters just as much as the finished product. Learn more at nobodys.film
CREDITS
Director: Sunny Sixteen
Produced by: nobodys
Managing Director: Gabe Reiter
Executive Producer: Breigh Sutherland
Producer: John Malina
Stills: Taylor Pendelton
Production Manager: Emily Critcher
Production Designer: Sophia Martinez
Wardrobe Stylist: Sophie Comick
Hair & Makeup: Chris Weast
Publicist: Carrie Wick
Agency: We Believers
Chief Creative Officer: Gustavo Lauria
Group Creative Director: Juan Francisco Gutiérrez
Copywriter: Gustavo Lauria
Art Director: Juan Francisco Gutierrez
Producer: Cecilia Salguero, Miriam Rota Ros
Group Account Director: Meghan Linehan
Editorial: Bouchard
Editor: Diego Panich
VFX and Finishing: Moving Forwards
Color Grading: Fellowship
Sound/Music: Miso Music
Audio Engineer and Sound Design: Dario Calequi, Jacinto Gonzales
Recording Engineer: Jacinto Gonzales
Composer: Dario Calequi, Leo Sidran, Gustavo Lauria
Producer: Leo Sidran, Erika Freijo
Executive Producer: Dario Calequi, Leo Sidran
Client: Mozilla / Firefox
Chief Marketing Officer: John Solomon
Global Head of Brand and Creative: Amy Bebbington
Global Sr. Director, Integrated Marketing: Kristin Newitter
EMEA Director, Integrated Marketing: Maria Nina Colorge-Webb
Global Director, Consumer PR: Kenya Friend-Daniel
EMEA Lead Consumer PR: Marco Bilello
Sr. Director Global Social: Bryna Corcoran
Global Social Content: Rebecca Smith
Sr Director, Global Media: Marci Raible
Global Media Lead: Alex Buck
