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I was a customer before they started advertising.

I saw the ads saying "and then?" and still didnt get it.

I like the product but i think their ad campaigns suck. If they want exposure and controversy i think they should run adverts to kill new proposed laws, target privacy hating politicians, etc.

Me too, but I don't think one's supposed to 'get it', the hope is that people wonder what it's all about and search 'mullvad ad "and then"' or whatever. Which as pre-existing customers we're probably already less likely to do.

I saw the ads on the tube and was very confused. I knew about Mullvad, but it never crossed my mind they were trying to get me to search for "and then".

I'm in SF where they advertise a lot, and the ads are incredibly niche and nerdy.

But a general sense of paranoia comes through quite strongly.