Adworks’ Job Is To Inspire E.Spire Sales

Adworks here has chosen a quirky, Garrison Keillor-style approach and the husky baritone of Judd Hirsch in advertising intended to help telecom client e.spire Communications of Annapolis Junction, Md., increase sales in its markets across the country.
Two radio spots breaking in four test markets this week will target business-to-business customers. “We’re going for the drive-time audience,” said Adworks creative director Mark Greenspun. “Just because you’re a chief financial officer doesn’t mean you don’t drive to work.”
The budget is undisclosed. There will be eight radio spots in total, according to officials at Adworks.
The first spot, “Ed’s Dairy,” offers a homespun moral treatment of competition. TV, film and stage actor Hirsch tells the story of how Ed’s service was starting to become lax. To take advantage of the situation, another dairy moved in, just as e.spire is planning to in its targeted markets. The tagline: “e.spire. You’ll be hearing from us.”
The radio is supported by print ads in Albuquerque, N.M.; Birmingham, Ala.; Jacksonville, Fla.; and Tucson, Ariz. The client, which provides local, long-distance, data and Internet access, has plans to roll out the campaign nationally.