Target: People who see themselves as knowledge workers: they see their work as dealing with knowledge and they want to improve their performance, but don't like to be lectured to.
Concept: The concept is simply to show the difference between doing things the current way (where all you can interact with is links) and the Hyperwords way where you can interact with all the text.

These are teaser ads, not full ads explaining the whole product.

the ads: video

The idea here is to have different people say to the camera how they do things - things which are markedly better than the way the audience is doing things now.

For example (the audience is expected to be familiar with this way of doing things on the web): If the user wants to buy something seen on a web page, he or she will have to copy the name of the item, go to a shopping site like eBay, paste in the name of the item, hit 'search' and then choose.

With Hyperwords, the user highlights the name, chooses 'eBay' from the list of shops and there it is.

banners

The banners take the opposite approach, asking the user why he or she does things so clumsily, but in a friendly tone. For example: "Why do you copy and paste between wab pages to look something up?" And there is a simpler 'Hyperwords way' explained.

The Hyperwords website is at: www.hyperwords.net