The Firefox team have put together a brief for an advert to expand awareness of Firefox to less savvy web users. The target audience is particularly interesting:
The primary target audience for the Firefox advertising campaign are moderately experienced Web users, who are comfortable with using the Web but are not necessarily power users. These users understand how to download and install software, and use the Web for basic activities: reading news, web-based email, limited online shopping and banking. They may rely as much on the physical Yellow Pages as they do Yahoo! or Google. They may also have had negative experiences with the Web as a result of spyware, viruses and other Web nuisances. Yet they see the value in the Web, and so return. But they likely do not clearly understand how a Web browser can improve their Web experience.