Aggressive Edge to Broadwing

Hill, Holliday Launches Telecom Player
BOSTON–A broadwing hawk with talons of steel bears down on an unwitting businessman in a dramatic spot that positions Broadwing as a “fierce” new competitor in telecommunications.
Hill, Holliday, Connors, Cosmopulos landed the $30 million assignment in November.
“Predator of the slow. Enemy of the status quo” reads copy as the spot opens. That aggressive stance will be reinforced in 10 top markets for the next 22 weeks on cable and network prime-time programs and in business and vertical publications targeting males 18-54.
“The campaign positions us as a fierce competitor known for its speed and accountability in an incredibly competitor market,” said Rick Ellenberger, Broadwing president and CEO.
At times, the spot is filmed from the point of view of a hawk flying above a rain-soaked city street. It zeroes in on a business man getting into a cab. As the cab pulls away, the hawk lands on the roof, its talons ripping the hard top. It was created by copywriter Gail Schoenbrunn and art director Ron Wilcox working with CD John Doig.
The company was born out of last year’s merger of Cincinnati Bell and IXC.

Publish date: January 24, 2000 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT