When a better idea comes along, some people are smart enough to abandon the old way of doing things …others not so much. A new, national advertising campaign conceived by Something Different introduces Charter Communications’ Spectrum Mobile service as “a better way to mobile” through droll tales of people who cling to the old ways a little too long.
The campaign’s first spot centers on a group of primitive island dwellers who prod one of their fellows into swimming to a nearby atoll to fetch pineapples. After they reject his big idea of building a boat, he reluctantly dives in and is promptly devoured by a sea creature. The VO observes, eventually someone has a better idea, like a boat, or in this case with Spectrum Mobile, offering the fastest overall mobile speeds and reliability.
The campaign, which broke Thanksgiving Day, aims to highlight Spectrum Mobile features that are superior to those of other mobile providers, while nudging consumers out of their inertia to make the switch. “We really wanted to make the point that just because something has always been done a certain way, it doesn’t mean that’s the right way to do it. That’s how Spectrum is looking at mobile,’” says Something Different Chief Creative Tommy Henvey, who credits the birth of the idea to creative director Richard Ryan. “The situations let us do that in a way that people will hopefully get a laugh from and, more importantly, get the message that there’s a better way out there.”
The campaign is directed by The Corner Shop’s James Rouse who presents the oddball situations with understated aplomb.
Something Different has been creating innovative advertising for Charter Communications’ Spectrum brand since the boutique agency’s launch in 2017. Its “Monsters” campaign promotes Spectrum’s cable, internet and phone offerings through a group of demons, villains and fiends who are horrified by the evil practices of rival services.
“Charter continuously pushes us to do stuff that no one else is doing and then supports it by helping us get the right talent around it,” says Henvey. “From an agency’s standpoint, what more could you possibly want?”
Something Different is located in Brooklyn, New York. For more information, call 929-324-3030 or visit www.itssomethingdifferent.com
media
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More