NEWS: Dawn French to star in JWT pounds 12m cable push

J. Walter Thompson has revealed its first work for the Cable Communications Association with a pounds 12 million fully integrated blitz which aims to build cable into a major media brand.

J. Walter Thompson has revealed its first work for the Cable

Communications Association with a pounds 12 million fully integrated

blitz which aims to build cable into a major media brand.



The campaign encourages consumers to get connected to cable and enjoy

the choice of a wide range of services it offers beyond TV.



Stephen Carter, the managing director of JWT, which picked up the

business last year (Campaign, 21 July 1995), said: ‘This integrated

approach is about establishing cable as a single-source delivery system

to the home. We started from a point of confusion. People often think

cable is only about TV and is just a competitor to Sky.’



The TV campaign stars Dawn French as a mad, megalomaniac spokeswoman,

who, with her dramatically over-painted lips, is reminiscent of the

Joker from the Batman movies.



JWT has created three 60-second TV ads - one targeted at men, one at

women and one at children. The spots show French running around a white

set proclaiming the wonders of cable. ‘I’ve been examining your TV and

I’ve got what you need,’ she says, waving a piece of cable at the screen

in a sinister manner.



In the ads, she explains the advantages of being connected to cable

which, she says, allows homes to access films, home banking, home

shopping and interactive services, among others. The endline proclaims:

‘You don’t know what you’re missing. Get connected.’ The ads then

feature a telephone number.



The films were written by JWT’s Jonathan John and Nick Wootton and

directed by the Comic Strip director, Peter Richardson, through Tiger

Aspect. The ads break nationally, except in the Westcountry, Ulster and

Border regions - which are not connected to cable - on 1 April. Press

and poster work breaks two week later.



JWT’s push also includes regional press and posters and promotions with

the Mirror Group and the Telegraph.



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