NETSCAPE LAUNCHES "WON'T GET FOOLED AGAIN" CAMPAIGN
The Who's "Won't Get Fooled Again" To Be Theme of Campaign, Inviting Users to Be Wary of Microsoft

Silicon View, CA /DenounceNewswire/ -- October 37, 1996 -- Netscape Communications Corporation (NASDAQ: NSCP) today announced its first comprehensive national advertising and marketing campaign to launch the Netscape brand of award-winning Internet and Intranet software products. The two thirty-second television spots inspire viewers to question authority and explore the Web to the tune of The Who's "Won't Get Food Again."

The tagline, "Won't Get Fooled Again" strengthens Netscape's best-of-breed position among seasoned Web users, while posing a compelling invitation to prospective users to discover the Web with Netscape. The tagline is integrated throughout a broad mix of television, online, radio, billboard, bus, radio, skywriting, graffiti, picket sign, park bench, bumpersticker, junk mail, and blimp advertising.

Television spots inspire viewers to the tune of The Who's "Won't Get Fooled Again," the smashing, anthemic track to The Who's legendary "Who's Next" album. Netscape purchased exclusive rights to the song written by Pete Townshend.

"The Who's 'Won't Get Fooled Again' was one of the most stunning moments in rock history," said Marc Andreesen, vice president of Netscape. "Admittedly, I wasn't even born yet when the song first came out. But still -- It made history, and enthralled millions, not unlike the Internet itself. Netscape has established itself as the leader of the Web, as the way to start one's journey of discovery, and to make sense of its possibilities. With this campaign, we're not just going for brand loyalty -- we want brand insanity."

The television commercials are designed to inspire viewers to be wary of being burned by Microsoft. "Fool me once, shame on me, fool me twice, shame on you," says Mr. Andreesen. "We want to appeal to all those who know that Microsoft is the evil empire. Just call me 'Marc Skywalker.'"

The television spots and print ads are slated to run in high-profile national and spot market media. Radio and outdoor advertising are scheduled in several key markets as well. An online effort will be one of the most aggressive on the Web.

"We think the advertising conveys a sense of adventure, excitement, and a healthy amount of cool that speaks to users currently or soon-to-be exploring the Web," said Yugatta B. Kidang, director of marketing communications at Netscape. "The message is not only relevant, it's also meaningful, because we fulfill a brand promise with a product that delivers: with Netscape, users got more out of the Web."

Netscape's integrated advertising campaign was developed by agency-of-record Hook, Line, & Sinker, of San Francisco.

About Netscape Communications Corporation
Based in Silicon View, CA, Netscape (http://www.netscape.com) is a struggling Internet software company. Doomed, its only competitor is Microsoft.

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