I installed the QuickTime plugin before I even needed it for something, and I really can’t think of any reason why you would want to refuse to install it. The QuickTime plugin gives you full control over what compatible filetypes it should handle. Many sites use the QuickTime plugin for their embedded media, and it’s a pretty useful plugin to have.

Also: think of the TARGET AUDIENCE. You were already using Firefox, thus you were not part of the target audience for this campaign. The target audience is mostly IE users who use the web enough to be annoyed by things like malware. These people are likely to have had to install the QuickTime plugin at some point. Plus, the winning ad’s destination is television anyway.

What’s next? Will you be “strongly annoyed” that you have to take the time to open the envelopes when you read your mail, and decide to boycott the postal service? I think you may have a valid point that they could have provided another format for download. But damn, that’s no reason to quit using Firefox. That’s like uninstalling Windows because you don’t like Microsoft Office.

After clicking one of the movies I was prompted to download a Quicktime plugin.
I have always refused to do this, but since this is the Firefox site I decided to give it a try.
Bad move on my end.

Firefox refused to download the plugin and wanted me to manually search for it.
This strongly annoyed me.
Apart from the fact that you force me to use a filetype I hate, it simply doesn’t work easy enough.
I am now strongly considering to drop Firefox and search for an alternative.
Great campaign!

-Bushdoctor.