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In Comcast’s Cable Ad Campaign, the Eyes Have It
By Stewart Schley - Zonewire
To raise awareness among advertising buyers both on Madison Ave. and along Main Street, USA, Comcast’s local-advertising sales unit is running a promotional campaign that relies on tried-and-true media vehicles…and a brigade of oversized eyeballs.
The eyeballs – whimsical creatures that exude a sort of modern-day “Jetsons” vibe – are the star characters in an ambitious attempt by Comcast Spotlight to fortify its brand values while promoting a new initiative, i+, that extends the reach of local/spot cable advertising buys. The characters, associated with copy lines like “cranking out more eyeballs than ever before,” appear in Comcast Spotlight’s print/digital creative. They also showed up in the physical world earlier this month as Comcast Spotlight planted oversized models on the doorsteps of key NYC media agencies (photo) during the city’s annual Advertising Week.
Created by Comcast Spotlight’s agency Cramer-Krasselt, the “eye-conic” (get it?) campaign is among the more inventive attempts yet to promote the appeal of local cable advertising, a category that has a mixed record for producing standout creative. “It’s completely different than anything we’ve ever done,” said Kellie Grutko, Comcast Spotlight VP of Marketing. (And, umm, at the risk of violating the whole church-state thing, you can see an example here on the ZoneWire home page.)