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.