Nortel Debuts First TV Ad in 3 Years

DALLAS Nortel today broke an ad campaign from The Richards Group featuring a new tagline and the telecom’s first television commercial in more than three years, a company spokesman said.

The global campaign is the first for Nortel created by The Richards Group, which won the account from another independent, T3 in Austin, Texas, earlier this year. Nortel’s new tagline: “This is the way. This is Nortel.”

Toronto-based Nortel has U.S. headquarters in Dallas, where Richards is based. Company executives said the campaign is an important transition from the industry recession that led a number of providers to file for bankruptcy protection.

“It’s a new day for Nortel,” said Clent Richardson, chief marketing officer at the client. “Starting with this powerful campaign, you’re going to see us get more confident and vocal about who we are and the value we deliver to our global customers.

The TV spot shows a noisy stock exchange floor, high-rise office buildings and security department switchboard operators, set to a familiar tune sung by a children’s chorus. It ends with a voiceover: “This is the way hundreds of millions of people, Fortune 500 companies and government institutions around the world trust their networks to be reliable and secure.”

“The unexpected juxtaposition of a children’s song to such serious business scenes dramatizes this surprising and comforting fact,” said agency principal Stan Richards.

Print advertising takes a direct approach to the same messages, the agency said.

Over the coming months, Nortel said it would continue to ramp up its strategic marketing activities to reach and educate new customers and prospects about the value and vision it can bring to their businesses.

Campaign spending was not disclosed.