New MediaOne Ads Air

Margeotes/Fertitta + Partners here breaks its second campaign today for cable “broadband” company MediaOne. This time the ads are anchored around what the agency is calling a “virtual presenter.”
Three new TV spots build upon the first campaign, showing how broadband can be used for business, entertainment and education. They also tout the progress of the client’s cable installation. Broadband cable delivers cable TV, telephone and Internet services over a single line. The client claims its service is 50 times faster than “dial up” Internet access providers such as America Online.
Each 60-second spot shows a montage of everyday scenes–a parade, a soccer field, museums, homes, etc.–into which a holographic pitchman appears to explain the virtues of the client’s services. The people in the spots are oblivious to the presenter’s presence; the effect is that only the viewer is privy to the message.
In one spot a soccer player kicks a ball right through the presenter’s chest, and he flickers as if his signal has been interrupted. In another he materializes with one foot inadvertently in a baby pool. “Nobody knows what the future will bring,” the presenter says in one spot, “but MediaOne knows what will bring it to your house.”
As with the first campaign, the ads are scored with a version of the song “Our House.” The tag is retained: “This is broadband. This is the way.”
Julie Berg, MediaOne’s executive vice president and chief marketing officer, said the campaign’s familiar, nontechnical approach is intended to distance the client from its rivals.
The $20 million TV, radio and print effort for the Englewood, Colo.-based client breaks in 19 markets. Four print ads will run in local newspapers.
The client is the third-largest cable company in the country, trailing TCI and Time Warner.

Publish date: March 16, 1998 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT