VitroRobertson Introduces CallWave’s Web Service

VitroRobertson’s first print campaign for CallWave illustrates how people can stay connected to loved ones when the phone line’s tied up by the computer.
A series of print ads touts the client’s product, a free Internet answering machine service, by focusing on the experiences of various Web users. The ads are scheduled to break this week in the Los Angeles Times.
The first ad shows a girl surfing the Web while lounging on her bed. Text reads, “5:23 p.m. Daughter looking for a sweater on JCREW.com. 5:34 p.m. Son calls from friend’s house. Needs ride home. Gets busy signal.” It cites other calls the girl has missed, and concludes with, “5:55 p.m. Daughter complains she has nothing to wear.” Copy at the bottom explains the family needs CallWave for just such occasions.
“The main drawback about the Internet is that it detaches people from real interaction with people,” said agency partner John Robertson. “CallWave’s promise is this: We won’t let the Internet get in the way of your connections to the people you care most about–your friends and family.”
In other executions, one guy doesn’t receive an invitation to a Korn show because he’s downloading MP3 files, while another misses getting into a fender bender with a Vegas showgirl tour bus because he’s surfing the Web.
CallWave, Santa Barbara, Calif., awarded the San Diego agency its business earlier this year after an informal review, said Steve Erich, the shop’s new account director. Erich recently joined the agency from The Martin Agency, Richmond, Va., where he was a vice president, management supervisor. K